Overview
Commercial excellence is at an inflection point.
AI is transforming how companies acquire, serve, and retain customers, and today’s Marketing & Sales strategies are being challenged. The rise of AI, the fast-paced evolution of consumer behaviours, the growing complexity of B2B buying, and the proliferation of digital touchpoints have placed digital technologies and tools at the heart of every marketing activity and buyer-seller interaction.
Executives must now redesign integrated Marketing & Sales models that deliver seamless omnichannel experiences, drive customer success, and rethink go-to-market approaches as new business models emerge.
Future commercial organisations will need to break down silos, integrate AI and automation, and forge new collaborations across functions to remain competitive. Meeting these challenges requires a fundamental culture shift and new competencies, from customer experience management to data science and marketing analytics.
Hosted by the INSEAD Marketing & Sales Excellence Initiative (MSEI), the exclusive MSEI Annual Symposium will bring together senior Marketing & Sales leaders, INSEAD faculty, international researchers, and global industry experts to explore the future of commercial excellence, learn, and share cutting-edge knowledge and best practices.
Together, we will challenge assumptions, share what's working and what is not, and ground our discussions in real organisations facing real challenges.
What you will take away:
- A Clear View On Where Commercial Excellence Is Heading
Structured conversations on the trends reshaping Marketing & Sales, from AI-driven transformation to evolving customer value creation. - Honest Peer Exchange
Connect with fellow C-suite executives and senior marketing & sales leaders navigating the same challenges in commercial excellence and willing to speak frankly about what's working and what isn't. - Ideas and Connections You Can Act On
Leave with fresh perspectives, tested ideas, and a network you can activate back in your organisation.
We will close by voting on the Top Marketing & Sales Trends, collectively mapping what will come next for commercial excellence.
The Marketing & Sales Symposium is open to members of MSEI. Participation is also open to INSEAD Alumni and External Guests, upon registration.
May we encourage you to register as soon as possible to secure your seat and book your hotel accommodation early as demand is high during this period.
Who Should Attend
- Chief Marketing Officers & Chief Sales Officers
- Chief Commercial Officers
- SVPs, VPs, Marketing & Sales
- Commercial Excellence Leaders
- Senior Marketing & Sales Managers & Practitioners
- MSEI Members, INSEAD Alumni & Invited Guests
The Marketing & Sales Symposium is open to members of MSEI.
Participation is also open to INSEAD Alumni and External Guests, upon registration.
Registration is now open.
Seats are limited. We encourage you to register as soon as possible to secure your seat.
Agenda
The agenda is tentative and subject to changes. Be sure to check it regularly for updates.
Please note that the timings reflected below are based on CEST.
Agenda Day 1 - Wednesday 28 October 2026 (afternoon) | |
|---|---|
| 13.00 - 13.30 | Registration and Welcome Coffee & TeaVenue: East Wing, Amphi Loudon |
| 13.30 - 13.45 | Welcome and Introduction: Opening Remarks and Setting the StageVenue: East Wing, Amphi Loudon Wolfgang Ulaga, Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI), Professor of Management Practice in Marketing Christoph Senn, Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI), Adjunct Professor of Marketing |
| 13.45 - 14.30 | Academic session: AI for Business: Strengths, Limitations, and ImplicationsRemi Daviet, Associate Professor of Marketing at INSEAD |
| 14.30 - 15.00 | Deep-dive Discussion |
| 15.00 - 15.30 | Coffee Break & Networking |
| 15.30 - 16.00 | Spotlight Session: Putting AI to work at ThalesINSEAD MBA Students and Practitioners |
| 16.00 - 16.45 | Deep-dive Discussion |
| 16.45 - 17.00 | Wrap-up and Closing Remarks - Outlook Day 2 |
| 17.00 - 18.30 | Free time to refresh |
18.30 - 19.30 | Networking Cocktail with Group PhotoVenue: Le Cercle, INSEAD Europe Campus |
| 19.30 - 22.00 | Networking DinnerVenue: Le Cercle, INSEAD Europe Campus |
Agenda Day 2 - Thursday 29 October 2026 (whole day) | |
|---|---|
| 9:00 - 9:15 | Reflections and Takeaways from Day 1 & Introduction to Day 2Venue: East Wing, Amphi Loudon Wolfgang Ulaga, Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI), Professor of Management Practice in Marketing Christoph Senn, Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI), Adjunct Professor of Marketing |
| 9:15 - 10.00 | Keynote Address |
| 10.00 - 10.30 | Networking Coffee Break |
| 10:30 - 11.15 | CMOs Roundtable |
| 11:15 - 11.45 | Networking Coffee Break |
| 11.15 - 12.30 | CSOs roundtable |
| 12.30 - 13.00 | Integration Round |
| 13.00 - 14.00 | Lunch Break, Buffet StyleVenue: La Rotonde, Octapharma Building |
| 14.00 - 14.30 | Keynote Address |
| 14.30 - 15.30 | Live Voting & Panel Discussion on Top M&S Trends |
| 15.30 - 16.00 | Symposium Takeaways and Closing RemarksWolfgang Ulaga, Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI), Professor of Management Practice in Marketing Christoph Senn, Co-Director, INSEAD Marketing & Sales Excellence Initiative (MSEI), Adjunct Professor of Marketing |
| 16.00 onwards | Individual departure from INSEAD |
Speakers & Panellists
Do visit this page to get the latest updates on speakers.
Presiding Faculty and Host
Professor of Management Practice
Adjunct Professor of Marketing
Programme Manager
Faculty
Associate Professor of Marketing
Fees
The fee per participant comprises access to materials, meals and refreshments over the 1.5-day Symposium. Travel and accommodation costs are not included. VAT will be added to the fees below, where applicable.
| EUR 1,500 |
| EUR 1,150 |
| EUR 950 |
| Free of charge, as part of your annual MSEI membership. Contact us at [email protected] for your registration code. |
Cancellation policy
Please take note of the cancellation policy that will be applied for this event.
- Full refund for cancellation request made by 26 September 2026
- 50% refund for cancellation request made from 27 September to 14 October 2026
- No refund for cancellation request made after 14 October 2026
Practical information
Getting to INSEAD
INSEAD Europe campus is just 65km south of Paris. The Fontainebleau/Avon train station is located 3km from INSEAD. You may refer to the campus map here.
Taxi reservations
Should you wish to make a taxi booking, please contact the ResaTaxiPro transfer company using their website (Tel: +33 6 78 78 17 81).
Dress code
The dress code is business casual for on-campus events.
Photos and videos
Please take note that we have engaged an official photographer who will take photos of the sessions during the course of the Symposium and Group Photo will be taken on Wednesday 28 October. The sessions may be recorded for internal reference.
Accommodation
You can click on INSEAD Hotels Group and enter promo code MSEISYMP to check the availability of rooms on the INSEAD campus hotels.
For more options, please explore using the Fontainebleau Tourist Office hotel listing to look for a suitable accommodation around the area.
It is highly recommended to secure your accommodation ahead of time as demand during this period is high.
Pre-Reads
Please check out this page regularly for supplementary pre-read materials before you come to the Marketing & Sales Symposium.
