Event
PARTS FORUM is Returning to Chicago: Here’s What You Need to Know
The industry conference for aftermarket and pricing in machine manufacturing professionals is gearing up for its 2025 event.
Join PARTS FORUM 2025 on June 26 in Chicago, where top aftermarket experts and pricing leaders will share exclusive insights. Secure your spot now!
The highly anticipated PARTS FORUM 2025 is set to take place on June 26 in Chicago, bringing together industry leaders to discuss the latest innovations in spare parts, pricing, and aftermarket excellence. The event will feature top executives and thought leaders who are shaping the future of the aftermarket industry.
Introducing Our First Speakers
Santiago Velez – Global Head of Pricing and Bid Strategy, Gas Services at Siemens Energy
Santiago Velez is a seasoned executive leader with nearly two decades of experience in the energy sector. As Global Head of Pricing and Bid Strategy – Gas Services at Siemens Energy, he drives pricing innovation and strategic bid management for global markets.
Over his extensive career at Siemens and Siemens Energy, Santiago has held leadership roles spanning sales, marketing, strategy, and bid management across multiple business units, including compressors, gas engines, power transmission, and large gas turbines. He has successfully led high-impact go-to-market strategies, managed billion-dollar sales portfolios, and spearheaded AI-driven pricing transformations.
With deep expertise in change management and AI adoption, Santiago is passionate about helping organizations navigate digital transformation while ensuring sustainable business growth.
In his keynote titled "Driving AI Adoption: The Critical Role of Change Management in Maximizing Pricing Impact", Santiago Velez will focus on the role of change management in the adoption of AI technologies. AI-powered pricing strategies offer immense potential for efficiency and revenue growth, but their success depends on more than just technology—it requires a shift in mindset and operations.
Attendees will gain actionable insights on how to navigate AI-driven change effectively in the manufacturing industry, ensuring that pricing teams maximize the full potential of intelligent automation while securing long-term business growth.
John Orton – Manager, Pricing Strategy and Analytics at Okuma America Corporation
John Orton is the Manager of Pricing Strategy and Analytics at Okuma America Corporation, a leading builder of CNC machine tools, controls, and automation systems.
With a Marine Engineering Systems degree from the United States Merchant Marine Academy and an MBA from The College of William & Mary, John brings a wealth of knowledge to his role.
His career spans over three decades, including significant positions at Horizon Lines and XPO Logistics, where he led pricing, marketing, and logistics initiatives. At Okuma, John has been instrumental in integrating advanced pricing strategies, challenging conventional thinking, and disrupting the status quo to drive profitability and efficiency.
With deep expertise in logistics, pricing, and market disruption, John Orton brings a unique perspective on advanced pricing strategies tailored to the industrial and CNC machinery sectors. He is well placed to provide actionable insights on:
- Optimizing pricing structures to maximize profitability in a competitive market.
- Harnessing data-driven decision-making to stay ahead in the evolving aftermarket landscape.
- Driving operational efficiency through innovative, technology-driven pricing approaches.
Join Us at PARTS FORUM 2025!
Don’t miss this opportunity to hear from top pricing and aftermarket experts who are driving industry transformation. Stay tuned for more speaker announcements and agenda updates in the coming weeks.