INSEAD Marketing & Sales Excellence Initiative (MSEI)


Wolfgang Ulaga
Senior Affiliate Professor of Marketing
Co-Director MSEI

Christoph Senn
Adjunct Professor of Marketing
Co-Director MSEI



The INSEAD Marketing & Sales Excellence Initiative (MSEI) combines the energies and talents of the school’s research and educational capabilities with INSEAD alumni & global professionals in marketing & sales roles. MSEI’s primary focus is to provide a global meeting space for senior executives to learn and create thought leadership, disseminate knowledge, and share best practices with peers among a strong network of business leaders and experts with a common interest in marketing & sales topics.

Based on INSEAD’s Fontainebleau campus, MSEI offers its members exclusive access to best and next practices in marketing & sales, and a safe environment for learning, connecting, sharing and networking with peers, via both online and in-person meetings. MSEI is supported by a distinguished advisory board of senior marketing & sales executives with roles such as Chief Commercial Officer, Chief Marketing Officer and Chief Sales Officer.


MSEI Vision
To serve as the premier global forum on Marketing & Sales Excellence practices for customer-centric leaders.

MSEI Mission
To shape the future of value creation and sharing between individuals, organizations and society at large.

In the Spotlight


Advisory Board


Michael Dobler

Senior Vice President - Global Key Accounts and Large Projects, Schindler Group

Pierre Schaeffer

Senior Vice President, Chief Marketing Officer, Thales Group

Sanjay Vasudevan

Global Head of Key Client Management, A.P. Moller - Maersk

Simon Lyons

Global Head of Marketing, Kingspan Light + Air



INSEAD’s Marketing & Sales Excellence Initiative reaches a major milestone with the launch of its innovative subscription-based membership model, backed by globally renowned industry leaders and innovative startups from Day 1.

Our flexible partnering model ensures maximum impact for MSEI member companies on their journey to Marketing & Sales Excellence.

To help you build customer-centricity at your own pace, choose from the following options:

  • Individual Member
  • Corporate Member
  • Research Partner

Learn more Contact us





Upcoming Events 


MSEI offers our members a safe environment for learning, connecting, sharing and networking with peers.

Past Events


Discovery Event "Leading in Times of Uncertainty – The Phoenix Encounter Method"

The first hybrid Discovery Event in 2022 was held successfully on 24 March. Compounded by the Covid-19 pandemic, the business world is in full-on disruption mode everywhere. But wise leaders disrupt their company before competitors or another crisis does it for them.

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Discovery Event "The New Marketing & Sales Interface"

The fourth Discovery Event was held successfully on 18 November 2021. The question of how to best align marketing and sales ‘to act as one’ has been around for a long time. However, with today’s fast-paced digital transformation of markets rethinking the Marketing & Sales Interface has become a new burning platform in many top management teams.

Discovery Event "Leading your customer-centric digital transformation: Understanding and leveraging the three transformational shifts in marketing strategy"

The third Discovery Event by MSEI was held successfully on 23 September 2021. Leaders are well aware of the need to transform but are desperately in need of direction as to how to change and even where change is required. This seminar was facilitated by Professor Joerg Niessing (INSEAD).

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Discovery Event "When CEOs Make Sales Calls"

The second Discovery Event by MSEI was held successfully on 24 June 2021. Top management involvement in B2B customer relationships can pay enormous dividends for suppliers and their customers. This hands-on workshop was facilitated by Christoph Senn (INSEAD) and Matthias Wolfgruber (LANXESS AG).

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INSEAD Tech Talk X "Profiting from the Subscription Economy – What Executives Need to Know"

The Subscription Economy has been described by many as the next big business tsunami. Held on 10 June 2021, this webinar shared best practices and discussed how companies can master their strategic subscription journey in both B2B and B2C markets.

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Discovery Event "Mastering the Subscription Economy: Future-Proof Your Business With the Subscription Model"

The first Discovery Event by MSEI was held successfully on 22 April 2021. The Subscription Economy is the next business tsunami. How to seize subscription-based business opportunities? What is needed for success? In this online event, Michael Mansard (The Subscribed Institute and ZUORA) and Wolfgang Ulaga (INSEAD) shared experiences, explored best practices and charted a path for mastering a strategic subscription journey.

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The Team


Wolfgang Ulaga

Senior Affiliate Professor of Marketing
Co-Director MSEI

Christoph Senn

Adjunct Professor of Marketing
Co-Director MSEI

Fong Wai Yee

Executive Assistant



If you have any questions related to MSEI, we are here to help you.

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