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INSEAD Marketing & Sales Excellence Initiative (MSEI)

Upcoming Events



MSEI Discovery Event 2023

"Tomorrow's Sales Organization"

Thursday, 30 March, 8:30AM - 5:00PM CET

Sales organizations are rapidly evolving. Where are we heading? How to drive change? How to prepare for this? 



MSEI Breakthrough Business Relationships (BBR) Consortium

Unlocking the full growth potential in strategic customers

Increasingly, there is an urgency for companies and executives to build business agility, which is a critical factor for success in the new B2B landscape. With the growing importance of global customers, navigating uncertainty in B2B relationships has also become a key questions for many companies. The BBR Consortium is specially designed to support companies in building their own Business Relationships GPS in accelerating business growth through their strategic customers. Learn more (PDF) >

Upcoming event: BBR Value Camp 25 – 27 April 2023

For more information, please visit our BBR website >


INSEAD MSEI-Zuora Subscription Business Bootcamp

The Subscription Economy is the next business tsunami. How to seize subscription-based business opportunities? Learn from experts about what it takes to thrive with subscription-based recurring revenue models for data monetization. 

Upcoming bootcamp: 30 May – 1 Jun​e 2023

Learn more >

Subscription Business Bootcamp


Overview of the Subscription Business Bootcamp

Participant Testimonials

Past Events


MSEI Discovery Event
Competing through (Digital) Services & Software in B2B Markets
17 November 2022, 8.30am - 5.00pm (CET), Hybrid event

Together with our industry partners - Alcatel-Lucent Enterprise, HAGER Group, SIDEL and Zuora, Inc., we embarked on a journey to explore how growing digitisation of offers, customer and partner relationships, networks and platforms will shape tomorrow’s marketing and sales landscape and call for new competencies and skills to achieve and sustain profitable growth in B2B markets today and beyond.

Learn more >

MSEI Discovery Event
Creating Value through Sustainability
22 September 2022, 8.30am - 5.00pm (CET), Hybrid event

Today, there is a clear business case for sustainability. INSEAD Professor Amitava Chattopadhyay shared his insights on building sustainability into business strategy. In addition, our industry partners Alain Dedieu & Martin Riedel (Schneider-Electric) and Luis Parra (AAK) shared their journey in value creation through sustainability across the value chain and with global customers respectively.

Learn more >

MSEI Discovery Event
Blockchain & Metaverse – What Marketing & Sales Leaders Need to Know
23 June 2022, 8.30am - 5.30pm (CET), Hybrid event

Digital transformation fundamentally reshapes today’s industries and markets. New technologies, such as blockchain, gain widespread adoption. These new trends fundamentally change the way we will engage with customers tomorrow. They also open new avenues for innovation – not only in terms of what we sell tomorrow, but also how we go to market in years to come. INSEAD Professors Don Tapscott & Pavel Kireyev shared their insights on how blockchain, NFTs and Metaverse affect marketing and sales functions. In addition, Jeppe Kobbero (Maersk) and Mathilde Hébert & Renaud Jahan (Saint-Gobain) shared their specific experiences with these new technologies and trends

Learn more >

MSEI-Zuora Workshop
Subscription Business Bootcamp
1 - 3 June 2022, 8.30am - 6.00pm (CET), INSEAD Europe Campus

The Subscription Economy is the next business tsunami. How to seize subscription-based business opportunities? Are we ready? What is needed for success? In this 2.5-day intensive workshop, we share experiences and explore best practices; help participants understand the key challenges and opportunities, and chart a step-by-step path to master the strategic subscription journey. Learn from experts about what it takes to thrive with subscription-based recuring revenue models for data monetisation.

Visit the event website for more information >

MSEI Discovery Event
Leading in Times of Uncertainty – The Phoenix Encounter Method
24 March 2022, 8.30am - 5.30pm (CET), Hybrid event

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. At this session led by Paddy Padmanabhan (INSEAD), he took participants through an intense exercise of field-tested creative destruction, leading to a more robust view of their company’s future strategy.

Learn more >

MSEI Discovery Event
The New Marketing & Sales Interface
18 November 2021, 8.30am - 4.00pm (CET), Hybrid event

Aligning marketing and sales in the digital age is challenging. This requires a move beyond traditional marketing and sales models to a more integrated approach that takes sales and marketing out of their silos and leverages digital technologies for truly reuniting both functions holistically. Established practices, whereby sales typically ‘owns’ customer relationships, while marketing provides messaging and content, increasingly find themselves challenged in the digital age. Rather, both functions are increasingly intertwined, and many CEO’s today urge both functions to ‘get their act together’ for achieving operational efficiency and effectiveness of fully integrated marketing and sales processes. Thus, marketing and sales automation, aiming at better outcomes and lower costs, becomes the new mantra in many companies, especially in those firms serving both large customers and a long tail of small accounts. Session led by Christoph Senn (INSEAD) and Wolfgang Ulaga (INSEAD).

Learn more >

MSEI Discovery Event
Leading Your Customer-Centric Digital Transformation: Understanding and leveraging the three transformational shifts in marketing strategy
23 September 2021, 9.00am - 1.00pm (CET), Virtual event

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. At this session led by Joerg Niessing (INSEAD), we will discuss success factors and the steps organisations can take to achieve profitable growth in a digital world. Our three-year study of over 30 digital transformation cases as well as interviews with more than 1000 executives identified three transformational shifts that have helped successful organizations leverage digital technologies and trends and build competitive advantage by:

  • Engaging customers and selling more effectively - The Digital Selling Shift:
  • Innovating and enriching customer experiences - The Digital Experience Makeover
  • Offering data-powered solutions rather than individual products and services - The Digital Proposition Pivot

Learn more >

MSEI Discovery Event
When CEOs Make Sales Calls
24 June 2021, 1.30pm - 5.30pm (CET), Virtual event

Many senior executives at B2B suppliers see spending time with customers as a way to stay abreast of the market and as part of their job. But the results of their interactions vary widely. They can boost revenue and strengthen ties—or they can damage or even rupture relationships. Becoming more customer-centric is an essential part of growth and a fundamental driver of success. Session facilitated by Christoph Senn (INSEAD) and Matthias Wolfgruber (LANXESS AG).

Learn more >

Listen podcast >

MSEI Discovery Event
Mastering the Subscription Economy
22 April 2021, (CET), Virtual event

B2B companies today seek top-line revenue growth through data-driven services based on recurring revenue models, and the Subscription Economy has been described by many as the next big business tsunami across industries. Against this backdrop, Michael Mansard (Subscribed Institute and Zuora) and Wolfgang Ulaga (INSEAD) discussed why, when and how firms can best profit from subscription-based business models, shared best practice examples of companies achieving profitable subscription-based recurring revenue growth in B2B and B2C industries and laid out a framework and roadmap for mastering a company’s strategic subscription journey.

Learn more >



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