Marketing and Sales Excellence Initiative - Events

Where Academic Rigour Meets Business Reality

Exploring the Future of Commercial Excellence

Dates: 28-29 October 2026
Location: INSEAD Europe Campus, Fontainebleau, France
Contact: [email protected]

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.