Speaker

Ugne Kontare

Ugne Kontare

Head of Operations at SOFT4

Vilnius, Lithuania

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Ugne Kontare is the Head of Operations for one of Europe's most successful ISVs, SOFT4. Having developed multiple solutions under the SOFT4 brand, several of which have successfully gained market share and partners' recognition, while several were killed after years of development, Ugne is ready to share the lessons learned along the way on how to build and manage products that sell.
With a background in SMB sales and leadership, Ugne’s career spans several industries, with most of its time dedicated to Microsoft Dynamics. With over 20 years of experience in various roles, such as Marketing, Sales, CEO, and Business Development, Ugne shares her knowledge and tips on how to:
▸Efficiently adopt AI tools in your business strategy;
▸Avoid burnout while leading with empathy and passion;
▸Build and manage an effective team;
▸Develop and implement strategies for launching and managing a software product – from analysis to profits.

Area of Expertise

  • Business & Management
  • Information & Communications Technology

Topics

  • building teams
  • business development
  • International Business Development
  • Building Digital Products
  • Business Strategy & Scaling for SMEs
  • IT Leadership
  • AI Business Strategy

Is Your Organization Structure Killing Your Growth? (Spoiler: Probably Yes)

We hit 50 people, and revenue per employee started dropping. Added more managers—got worse. Tried matrix—created chaos. Sound familiar?
Here's what nobody tells you: The structure that got you here will break you there. And most partners are adding complexity when they should be doing the opposite.
In this session, I'll share our messy journey from 5 to 130 people—what broke, what we tried, what actually worked. I'll ground our experience in research-backed frameworks (Greiner's Growth Model, Dunbar's Number, Laloux's Organizational Evolution) to show you these breaking points are predictable, not random.
You'll learn how to diagnose if structure is your real problem (or if you're solving the wrong thing), understand why organizational science predicts these crises, and get a practical framework for deciding what to do next.
Real numbers, real mistakes, proven models—and the decision tools you can use the next morning after Directions :).
Who should attend: Partner leaders and team leads feeling stuck between 15-100 people, wondering why growth is getting harder instead of easier.

Is AI the New Ozempic? Why Tools Don’t Replace Thinking

When AI tools started flooding the market, I was genuinely unsure what to do with them. There was pressure to “have an AI story” for clients, even though I didn’t yet feel clear about it myself. Can't say we didn't start with the customers - and I'll share those stories in my session, too! But first, I had to start it with me — using AI daily in business strategies, marketing, sales, and pre-sales, testing what works, what doesn’t, and where I was fooling myself. Little by little, the fog cleared, not because of the tools, but because of how I learned to think with them (and still learning!).

In this session, you will learn:

☑ How to move from AI hype to practical clarity through hands-on experimentation
☑ Why personal AI adoption must come before client-facing AI conversations
☑ Practical ways AI can support marketing, sales, and pre-sales without replacing judgment
☑ How to use AI to sharpen messaging, discovery, and proposals — not automate thinking
☑ How to confidently lead AI discussions when clients expect “magic solutions.”

AI is not a shortcut or a magic pill. And truly, I still haven't figured out the best working scenarios in business; it's a way to go. Maybe there's no "best"; there's a road forward. But I strongly believe that, just like before, the client’s problem comes first — the tools only amplify how well (or poorly) we understand it. This session offers a grounded, experience-based perspective that partners can apply immediately.

Leading Without Limits: Unlocking the Power of Self-Managing Teams

Discover how self-managing teams are transforming the way businesses achieve success. This session is designed for managers and leaders looking to stay ahead in a world where agility and efficiency are the keys to thriving organizations.

Why Self-Management Matters

- Empowered Teams: Self-management replaces micromanagement with trust and autonomy, enabling employees to own their decisions.
- Faster Decision-Making: By reducing layers of hierarchy, teams can respond quickly to challenges and opportunities.
- Boosted Innovation: Freedom to act fosters creativity and problem-solving within teams.

How Self-Managing Organizations Excel

- Efficiency Gains: Eliminating bureaucracy and unnecessary oversight saves time and resources.
- Higher Engagement: Employees in self-managing environments feel more valued and motivated.
- Scalability: These structures adapt more easily to growth and change.

Real-World Examples

From global giants like Netflix and Spotify to innovative leaders like Buurtzorg and Gore-Tex, organizations across industries are proving that self-management works.

This session will equip you with:

- Practical strategies to transition your team toward self-management.
- Insights into fostering trust, transparency, and shared accountability.
- Tools to lead in a way that empowers teams while achieving organizational goals.

Join me to reimagine leadership and discover a future where management isn’t about control—it’s about unlocking potential.

Crossing Cultures, Building Teams: A Global Business Masterclass

In today's interconnected business world, cultural competence isn't just a nice-to-have—it's a critical success factor. Investing time in understanding and managing teams with diverse cultural backgrounds can yield significant returns in productivity, innovation, and overall business success.
Consider this scenario: You're a German Business Central partner juggling a complex web of international collaborations. You're outsourcing development work to India, hiring upgrade specialists from Lithuania, and managing a multi-country BC implementation across Europe, while your own senior BC consultant comes from Denmark. Without cultural intelligence, you're navigating a minefield of potential misunderstandings and inefficiencies.

In this session, you will learn:

1. Cultural Communication Strategies: Discover effective communication strategies to overcome miscommunication and avoid awkward situations when interacting with individuals from different cultural backgrounds.

2. Cultural Preferences in Speaking: Explore the nuances of speaking styles, including tone, pace, and non-verbal cues.

3. Managing Across Cultures: Understand different managerial approaches, leadership styles, and decision-making processes prevalent across regions, enabling you to manage multicultural teams and drive collaboration effectively.

4. Praiseworthy Practices: Learn the art of giving compliments, recognition, and feedback in culturally appropriate ways.

5. Presenting Across Cultures: Learn techniques for delivering impactful presentations that resonate with diverse audiences, both on your team and for your clients.

Don't let this opportunity slip by. This session is your chance to deepen your understanding of cultural differences and significantly enhance your international business acumen, an increasingly vital skill in today's globalized business landscape.

AI in Marketing and Sales

While we're still waiting for Copilot to provide all promoted benefits in BC, you can use and benefit from multiple AI tools in your Marketing and Sales activities. Join me in this session to learn a dozen new AI tools and see how they work in practice.

Cultivate Successors: Unleash the power of an outstanding company culture!

🚀 Join Me for a Game-Changing Session 🚀

In the fast-paced business world, the need for survival today often takes precedence. However, what if I told you that neglecting to invest in future leaders could be a death sentence for your entire company?

Thinking long-term is often not the most popular choice, but it's the one that separates thriving organizations from the rest. I invite CEOs, managers, and fellow professionals to join me in this transformative session, where we'll delve into the latest management trends, focusing on self-managing organizations.

🌟 Key Takeaways:

✅ Cultivating a Great Culture: Discover how self-managing organizations can help you build a workplace culture that fosters innovation, collaboration, and employee engagement.

✅ Bringing Wholeness to the Workplace: Learn how to create an environment where employees can bring their authentic selves to work, increasing job satisfaction, creativity, and productivity.

✅ Ownership at Every Level: The best ideas and the most committed employees can come from anywhere within your organization. Empower every team member to take ownership of the company's vision and their team's results.

🌄 Sounds utopic? Come and hear some real examples of how it works. I'll share inspiring case studies and success stories proving self-managing organizations' power.

Low-cost high-impact: creative ways to market your products on a small budget

So, you've got an idea for your next winning product. Maybe you've even brought it to life. Congratulations! And now what? It is great if you have unlimited $$ to spend to promote your product and attract precious clients but what if you don't? Join me in this session and learn what are the options to spend reasonable amounts on marketing and yet have the highest win rates in sales.

How to build successful products

In this workshop you will learn how to build successful products which your customers would love; which techniques you need to apply, which product management and distribution theories work the best in practice; what teams you need to have in place. You will have a chance to leave this session with a clear action plan for your existing or future product.

Target audience: CEO, Business Development, Solution architects (business) and anyone interested in where to start and drive the product to the market.

Directions EMEA 2025 Sessionize Event

November 2025 Poznań, Poland

Directions North America 2025 Sessionize Event

April 2025 Las Vegas, Nevada, United States

Directions EMEA 2024 Sessionize Event

November 2024 Vienna, Austria

Directions ASIA 2024 Sessionize Event

May 2024 Bangkok, Thailand

Directions North America 2024 Sessionize Event

April 2024 San Diego, California, United States

Directions EMEA 2023 Lyon Sessionize Event

October 2023 Lyon, France

Directions ASIA 2023 Sessionize Event

April 2023 Bangkok, Thailand

Directions EMEA 2022 Hamburg Sessionize Event

November 2022 Hamburg, Germany

Ugne Kontare

Head of Operations at SOFT4

Vilnius, Lithuania

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