Alvaro Pombo

Alvaro Pombo

Founder & CEO TrueContext
Alvaro Pombo

Alvaro Pombo, CO-CEO and Founder of TrueContext, is a technology industry leader and innovator. He plays a fundamental role in defining the culture of TrueContext and leading by example – business process curiosity, passion about technology and provoking positive transformation. Alvaro is a regular speaker at technology events and conferences, with a focus on how SaaS and related technologies can transform business operations and improve profitability. He also nurtures young technology entrepreneurs, sharing guidance and advice to the next emerging generation of innovators.

Alvaro has 30 years of leadership experience in Field Automation and IT, including the role of CIO and Vice President of Global Information Technology for the Carrier Internetworking Division of Alcatel Lucent, and six years with Exxon, where he played a key role of introducing field automation solutions. Alvaro served as consultant to Palm Inc., developing their business App store strategy.

Pombo holds several Patents and is the winner of several distinctions from the City of Ottawa, the Government of Colombia, and other organizations recognizing his entrepreneurial work. He holds a BSc in Computer Engineering from Universidad de los Andes in Bogota, Colombia, an MBA from the University of Ottawa, and studies at Georgetown University.

Tuesday, April 7, 2026

9:10 AM Heads of Service Panel: Service as a Revenue Engine: Leading the Next Wave of Growth, Innovation, and AI-Driven Transformation

Service organizations have significant revenue targets to achieve as service shifts from cost center to profit center. With service as a strategic growth driver, leaders are under pressure to scale operations, optimize talent strategy, and embrace transformative technologies while consistently delivering excellence in the field. Hear service visionaries unpack how they’re rewriting the business model for service to build scalable, profitable and competitive service organizations. Panelists will discuss:

  • Talent strategies for growing a service organization in an environment increasingly augmented by automation
  • Modernizing customer targeting and CRM to reimagine customer segmentation, sales execution, and post-installation service conversion
  • Crafting competitive service pricing models, managing warranty economics, and creating service contracts that drive year-round revenue
  • Elevating service leadership with AI to contribute to broader corporate innovation strategy
  • Building the operational foundation of systems, processes and measurement to support a profit-centric service model 

10:10 AM Panel: Redefining the Service Value Proposition and Leading a Resilient, Customer-obsessed Service Organization

Field service is no longer a support function, it’s a customer experience differentiator. From navigating ongoing macro changes to launching service-focused brands and delivering uptime-focused outcomes, service leaders are tasked with reimagining what it means to deliver customer excellence. Service leaders will discuss how to build a service organization that thrives through uncertainty, keeps the customer at the core, and generates real business value. Find out how to:

  • Build a strategic vision for field service that’s flexible to pivot to change
  • Evolve the value proposition for field service, including monetizing service avoidance
  • Provide differentiation through experience by creating value during every customer interaction
  • Create a responsive and agile supply chain with risk mitigation tactics around SLAs
  • Measure the impact of service to communicate the ROI story and unlock greater investment

Check out the incredible speaker line-up to see who will be joining Alvaro.

Download The Latest Agenda