Global Sales Strategies for Ambitious Entrepreneurs

8/14/2019 Global Sales Strategies for Ambitious Entrepreneurs

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In collaboration with:Primary sponsor:

High Value Sales ManagementGlobal Sales Strategies for

Ambitious Entrepreneurs A high quality seminar and workshop for Entrepreneurs, CEOs and senior salesexecutives from innovative, fast-growing companies, featuring case studies andlectures, interactive discussions, participants presentations, hands-on exercises,and the opportunity to practice elevator sales pitches to potential customers.

Monday & Tuesday, 15 16 June 2009, LONDON - UK

Led by:

KENNETH P. MORSESenior Lecturer & Managing Director,MIT Entrepreneurship Center, Cambridge, MA, USA & Chair in Entrepreneurship, Innovation and Competitiveness,Delft Technical University, Delft, The Netherlands

and

LAURA BARKER MORSEManaging Director,Entrepreneurship Ventures, Inc., Boston, MA, USA &

Visiting Lecturer,MIT Sloan School of Management, Cambridge, MA, USA

... Kens Class was very timely, ocused and o great value or all o us at Traceall, as we develop our international sales strategy. A must attend or all high growth technology-based companies looking to

scale globally. __ - Scot McRae, Commercial Director, Traceall Ltd, UK


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Improving the effectiveness of salesmanagement processes, and theoverall speed of decision making inyoung companies, large and small, isconsistently cited by business experts

as one of the highest priorities, yearafter year. In the current tough climate,every purchase by any prospectivecustomer must be triple-justi ed at alllevels of management. Therefore,having the best ROI-based salesapproach is essential to shorteningthe sales cycle and therefore to the

survival of most young companies. Attending this course can help ensurethat your company succeeds.

... The Global Sales Strategies program or AmbitiousScottish Entrepreneurs was a turning point or me.It has helped me attain con dence in overcoming

previously daunting challenges at a critical time or my business. I now have the tools in place to expand both locally and globally. __- Ian Drysdale, Managing Director, DanMedical Ltd,

Inverness, UK

This course is designed to enableentrepreneurs, CEOs and their top salesexecutives - - and the fast-growingcompanies from which they come - - tobe more effective in establishing longterm, dependable, predictable, pro table,referenceable and mutually bene cial,customer relationships.

The course will assist entrepreneurs,

CEOs and experienced businessdevelopment managers to sharpen theirskills and improve the customer focusedculture of their organizations.

The course is highly interactive andfeatures case studies of fast growingcompanies as well as live exercises

with real time feedback.

... Sales results are clear, digital and brutal. They areeasy to measure; there are no shades o gray. Either the sale was made - and the customer

paid - or not. __- Kenneth P. Morse, Managing Director, MIT EntrepreneurshipCenter

...

Everywhere in the world, the company withthe best sales orce usually wins, even i their competitors have better technology. __- Howard Anderson, Founder, Yankee Group

... Everyone wants to eat meat, but there are very ew consistently success ul hunters. __

- Jim Brown, NFL Hall o Fame

... Excellent, thought-provoking, and insight ul content. An incredibly passionate, knowledgeable and indeed inspiring entrepreneur and educator. Ken delivered what I classi y as one o the best courses I have ever

attended. I have started to apply some o the learningon my rst day back at the o ce, and I was astounded when I observed a series o people-driven eventsun olding exactly how Ken told us during the course!THANK YOU! __- Marco Busi, CEO and Head o Research, carisma rct

Ltd, Dingwall, UK

Effective Sales isMission Critical


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Managing Director,

MIT Entrepreneurship Center

Senior Lecturer,MIT Sloan School of Management

Chair in Entrepreneurship, Innovationand Competitiveness,Delft Technical University, Delft,The Netherlands

Serial Entrepreneur

Bachelor of Science, MIT, 1968

MBA, Harvard BusinessSchool, 1972

Kenneth P. Morse

Ken has been a high performanceleader in global high tech salesand sales management for over35 years.

Track RecordPrior to joining the MIT Entrepreneurship Center in 1996,

Ken Morse was a co-founder of six high-tech companies,together with MIT friends and classmates. Five of theseventures had successful IPOs or mergers; one wasa disaster. They included 3Com Corporation, AspenTechnology, Inc., a China Trade Company, a biotechventure, and an expert systems company. Ken waseither the CEO or responsible for part or all of the Salesorganization in each of these new enterprises. Duringhis 4+ years as Managing Director of AspenTech (AZPN)Europe SA/NV, Kens team achieved 18 consecutivequarters of on-target sales performance by buildingclose strategic relationships with the leading chemicaland pharma companies throughout the region. Hegrew the AspenTech EMEA organization from 22 to200+ employees with basically zero staff turnover, andexpanded sales revenue 600% - 900% with key clientrelationships.

Kens interest in international high tech ventures beganat MIT, where he graduated with a BS in Political Sciencein 1968 followed in 1972 with an MBA from HarvardBusiness School. Upon graduation, he joined Schroders,the UK-based merchant bank, where he was personalassistant to Jim Wolfensohn, former President of theWorld Bank.

In 1975 Ken formed a trading advisory company underthe aegis of Chase Manhattan Bank to assist U.S.technology-based companies such as IBM, GeneralMotors, Gilette, Hughes Aircraft, Mine Safety Appliances,Waters Associates, and others to enter the China market.Ken lived in Beijing for ve years during the latter half ofthe Cultural Revolution.

In 1980, Morse relocated to Silicon Valley as a foundingmember of 3Com Corporation. Since Ken joined the MITEntrepreneurship Center in 1996, the number of studentstaking Entrepreneurship Courses has increased from 220to 1,500 per year while the number of professors hasgrown from 3 to over 30. Ken was named Education AllStar by Mass High Tech magazine.

Ken is a member of the Council on Foreign Relations(New York City) and the Cercle Royal Gaulois Artistique& Littraire (Brussels). Ken is a member of the Boardof Advisors of three early-stage Venture Capital Firms:PolyTechnos Venture-Partners (Munich), RudyardPartners, LLC (Boston), and The Entrepreneurs FundIII (Silicon Valley). Ken serves on the Board of Advisorsof Denkwerk GmbH in Germany, iMotions - EmotionTechnology A/S and Zylinc ApS in Denmark, NaseebNetworks and So zar in Pakistan, and several MITspin-offs, including Terrafugia, Inc.

Ken speaks uent French and some Chinese. When heis not helping young companies to succeed, Ken enjoys

sailing his wooden boat with his family around Cape Cod.

... Kens vast, real world experience and e ective, inspirational teaching style brought to li e executive- level relationship planning, value added elevator speeches, and other topics that are o tremendousvalue to any sales pro essional. __ - Mark Denissen, Texas Instruments, USA

... Ken Morse is a charismatic man. I learned a lotrom him also intuitively. __

- Christian Dittrich, Step Ahead AG


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Managing Director, Entrepreneurship

Ventures, Inc., Boston, MA, USA

Visiting Lecturer, MIT Sloan Schoolof Management.

Former Human Capital Partner, Atlas VentureLondon, Paris, Munich, and Boston

Former Senior executive withS.W.I.F.T. sc, Belgium

Prior twenty years as a Partnerwith Leading Global ExecutiveSearch Consultancies,Russell Reynolds Associates andHeidrick & Struggles in Chicago,Boston, and Brussels

B.A. and graduate work, Universityof Iowa, Elected to Mortar Board

Laura B. Morse

Laura Morse has deep experience instrategic human capital issues includingrecruitment, organizational developmentand total reward and compensation

Track RecordLaura Barker Morse started EntrepreneurshipVentures, a consulting and coaching practice, in

2008, in response to requests from start ups inScotland, Spain, Qubec, and the Boston area.From 1999 till 2008, Laura was Human CapitalPartner at Atlas Venture, the largest transatlanticearly stage technology venture capital rm. Sheworked closely with Atlas portfolio companieson strategic human capital issues includingrecruitment, development, and reward systems.She acted as her rms senior human resourceprofessional and as liaison with consultants andpreferred providers of recruitment, compensation,and human resources.

Prior to joining Atlas Venture, Laura worked inBrussels for S.W.I.F.T. sc, the global nancialtelecommunications consortium, whereshe reported to the CEO during a strategicreorganization and led management planning,worldwide recruiting and expatriate services.Laura recruited over 250 European and Asianexecutives.

Before that, Laura spent twenty years intechnology executive search with RussellReynolds and Heidrick & Struggles. She joinedRussell Reynolds in 1977 in Chicago and helpedopen their Boston of ce in 1981. As ManagingDirector and global Practice Leader of the VentureCapital practice, she worked worldwide withventure rms and their portfolio companies.In 1991, she joined Heidrick & Struggles as aPartner in their Technology practice, relocating totheir Brussels of ce in 1992.

Laura is a graduate of the University of Iowawhere she was elected to Mortar Board. She is afrequent speaker on recruiting, team building andcareer planning at workshop around Europe, andalso leading business schools including Solvay(Belgium), Harvard Business School, and MIT/ Sloan. Laura served for ten years as a Trustee ofThe Computer Museum, and is currently both aTrustee and Chair of the Overseers NominatingCommittee of the Museum of Science (Boston).

She is a member of Hestia, a charitable givingcircle. Laura currently serves on the Board of Advisors of Aura Biosciences, a Madrid-basedoncology start up.

... I have worked with Laura or years on numerousengagements or Atlas Ventures port olio companies

and she is the best advisor to entrepreneurial rms and their management teams in the HR arena that I haveever worked with. Laura is sharp, insight ul, highly

knowledgeable and able to balance multiple, competing interests. She is a true pleasure to work with. __

- Jack Dolmat-Connell, CEO o DolmatConnell Partners,Boston, MA, USA

... Too o ten investors think the venture industry thriveson technology but in act it thrives on entrepreneurial talent who then drive that technology. There is no one

better than Laura Morse to help you nd and then recruitthat talent. She never just recommends a candidate; shede nes the needs and convinces the right person they want to work or you. And dont orget the planned and unplanned exits o talent: Laura will help you sa ely

navigate those tricky waters as well. __

- Diana Frazier, Founding Partner, FLAG Capital Management, LLC, Boston, MA, USA


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Framework and De nition of High ValueSales, Sales Management, and Building

Predictable, High Performance,Strategic Customer Relationships

TOPICS, CASESTUDIES, EXERCISES,and PARTICIPANTSPRESENTATIONS

Quantifying the Value Proposition andPreparing Your Elevator Pitch

ROI-based Value Justi cation Model

Case example: Global Strategy ofSpot re, a Swedish Start-up

Case Example: Meridio of Belfastgoes Global

Elevator Sales Pitch Exercise:Communicating Your Value Propositionin a Live, Competitive Network

Entrepreneurs, Top BusinessExecutives, VCs

Focusing on Customer ValueQuantifying the Bene ts

Communicating Value

Listening

Creating a Sales and Customerfocused Culture in Your Company, andWith Your Customers

Analyzing Alternative CompensationModels (equity, cash, other)

Setting High Expectations throughoutthe Organization

Building Passion, Clock Speed,Urgency and Work Methods

Maximizing Results in the Last Monthof the Quarter

Group Exercises and Presentations ofthe Value Proposition

1.

2.

3.

4.

6.

7.

11.

... The event surpassed my expectations and I gained much rom attending; I am certain the outputs will be implemented at ATEEDA (and elsewhere). Kens and Lauras experience is real world and they are an inspiration to us all . __

- Bill Buckie, Finance Director, Cascade Technologies Ltd,Stirling & ATEEDA Ltd, Edinburgh, UK

Building a World Class ManagementTeam

Business Plans that Raise Money

5.

Critical Success Factors in

Entrepreneurship

9.

10.

Managing a Global Sales Organizationin Tough Times

Critical Accounts

Compensation

Motivation

... I would say this course is a must or every ambitious entrepreneur wanting to grow globally.The Global Sales Strategies programme really made

me think about the way orward or my business and Kens wisdoms are still going through my head.....Thanks Ken and Laura or the inspiring and highly

motivational lessons you taught me. __- Rene Looper, Director, Tuminds.com, Inverness, UK

Engaging International Investors8.


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AGENDA OF THE PROGRAMME

DAY 1 - Monday, 15 June 2009

DAY 2 - Tuesday, 16 June 2009

09:00 - 10:00

10:00 - 12:30

12:30 - 13:30

13:30 - 14:00

14:00 - 14:30

14:30 - 15:15

15:15 - 15:45

15:45 - 16:30

16:30 - 17:00

17:30 - 21:00

Welcome, registration, and networking. Address of Welcome

Framework and De nition of High Value Sales, Sales Management,and Building Pedictable Strategic Customer RelationshipsCase Example: Quantifying the Customer Value PropositionDe nition of an Effective Elevator Sales Pitch

Lunch. Discussion of Elevator Pitches

Practice Your Elevator Pitch

Creating a Sales and Customer focused Culture in Your Companyand with Your Customers

Maintaining Customer Focus; Making the Numbers

Coffee Break

Managing a Global Sales Organization in Tough Times: Critical Accounts,Compensation, Motivation, Q-to-Q Performance

Communicate your Value Proposition to CEOs of ProspectiveCustomers: Practice your Elevator Sales Pitch

Networking Reception and Live Graded Elevator Pitch Exercise with TopExecutives and Potential Customers. Hosted by Sponsors and CourseParticipants.

09:00 - 09:30

09:30 - 11:00

11:00 - 11:30

11:30 - 13:00

13:00 - 14:30

14:30 - 16:00

Networking Breakfast; with time to Practice Presentations

Discussion of the Spot re Case from HBS: how a Start-upCompany in a small City in Sweden built their Global Sales Strategy:Lessons Learned.

Coffee Break

Building a World Class Management Team and Engaging InternationalInvestors

Lunch, with coached Previews

Closing Session: Presentations, Conclusions and Certi cates

* Programme participants are cordially invited to stay at the venue on Tuesday and attend

the meeting o the MIT Enterprise Forum o the UK.It starts with a drink at 18:00, or more in ormation visit: www.mitef.org.uk


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What are the Key Takeaways?In todays tough environment, your company must be excellent at sales andcustomer acquisition or else you will not survive.

Effective high value sales techniques and customer relationship managementcan be both learned and promulgated throughout the organization.

Setting higher expectations for your sales and customer support team canactually be very motivating and will likely increase both your customer andemployee satisfaction and retention.

Sincere commitment to solving customer problems is key. If your CEO is notpassionately committed to delivering signi cant value to customers, theneither he/she should leave the company, or else you should nd anotherplace to work, because the company will not succeed.

Long term strategic customer relationships can provide a key, dependablesource of sustainable competitive advantage for your company.

Who is Eligible to Participate?The ambitious CEOs and top sales executives of high potential, high growth,technology-based B2B companies

who are committed to improving long term customer relationships byenhancing the value delivered, and

who write a compelling application explaining why they want to attendand how they will apply the lessons learned in their job or new venture, and

who submit a complete registration form with electronic photo and fulladdress details (work, home, mobile, etc.) to the Entrepreneurship EuropeNetwork, and

who obtain a con rmation of registration, and pay the Fees in advance.

... I consider the Global Sales Workshop to be one o the most relevant and laser- ocused company advancement programs I have ever attended. One o the most relevant and undamentally important two days that any company

with global ambition could commit to. The wealth o written value was illuminated by Kens laser guide ocus,delivery style and personality. _

- Andy Travers, Head o Business Development, KeyPoint Technologies Ltd, Glasgow, UK


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The Fee for the twodays workshop is 495per person.

Networking Reception, Elegant Dinner,+ Cocktail with special invited guests:

Leaders of the Entrepreneurial andBusiness Community

Executives of the localInnovation Ecosystem

Successful Alumni from previousCourses and/or the MIT EDP Program

Business Angels and VentureCapitalists

Course Book with all Case Studiesand Presentations

Photo Book of Attendees, with contactinfo for future networking

Lunch, Cocktail and Dinner on Monday,Breakfast and Lunch on Tuesday, pluscontinuous Beverages and Snacks

Registration is online and atwww.global-sales.org* Confrmation o a place is subject to terms,conditions and cancelation policy, ound in theonline registration orm.

English

Critical Success Factors inEntrepreneurship by John Preston

Spot re Case from HBS with

Discussion PapersMeridio Success Story

Extensive Lecture Materials, includingROI Case Study

Criteria for Grading and EvaluatingElevator Sales Pitches

Building a World Class ManagementTeam and Engaging International

InvestorsBusiness Plans that Raise Money

Critical Success Factors inEntrepreneurship

RegistrationTuition Fee

Workshop Language

Course Materials

The Tuition Fee includes:

1.

2.

3.

4.

14 June 2009

Registration Deadline:

... The ability to quanti y the customers needs, and to hit the key points with very ew terms and sentences, isthe most important competence or anyone and everyone who is responsible or marketing and the acquisition o

customers. From our start-up stage, this important competence enabled us to become more pro table in the long run and to grow continuously. Now we have achieved cash fow breakeven and are growing well, thanks to these

good lessons. __

- Axel Schmiegelow, CEO Denkwerk Neue Medien Holding GmbH;Vice President German Multimedia Association (dmmv)


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LocationThe workshop will be held at Chicago Booth School of Business ,Woolgate Exchange, 25 Basinghall Street, London EC2V 5HA, UK.Tel: +44 20 7070 2200

General Info and Contact AddressFor general information and questions, please e-mail Anny at.

... This seminar was extremely use ul or me in the current phase o my company. I was able to go right back to work and implement lessons rom the seminar that improved our per ormance. Now, two years later, a ter

rigorously ollowing what we learned, we have secured several world class re erence sites. We became cashfow positive thanks to this course, and our global prospects are better than ever. In act, the teachings o thecourse, and the relations we built there, were instrumental in our raising another round o unding rom top

tier VCs, at an attractive stepped-up valuation__

- Ola Forsstrom-Olsson, CEO Ludesi AB - Sweden

... If you ever want to improve your strategic sales skills, two days with Ken Morse will put you right on top. Kens knowledge and experience make you exit with a great set of step-by-steptools, preparation guides and executions practices. Nordic Technology Forums Sales and Strategic Relationship seminar was my best sales seminar ever. __- Trond Sorensen, CEO, Net Trans Services, Norway

... At no time in my sales career have I been investing so much energy in ormulating precisely my elevator pitch. The seminar showed the participants quite plainly the absolutely top importanceo those unerring 55 seconds. __- Ste an Sch er, Lu thansa Systems Network GmbH

... The seminar provided some high calibre tools or assisting our port olio companies to properly structuretheir value propositions and present them in the right way to potential customers, as well as to investors.Strong and practical sales techniques were presented in an easily understandable way. You could walk rightout rom the seminar and use the tools immediately. __

- Jacob Bratting Pedersen, Investment Director, Olicom A/S, Denmark

... Ken made a compelling case for some non-intuitive insights supported through valuable anecdotes. __- Janek Mann, Researcher, Speckled Computing, Edinburgh, UK

... I realized that the direction, tone and success o a Sales meeting can be set be ore the client even entersthe room. Ken identi ed the dynamics at work and how to infuence the Decision Maker in those vital minutes

be ore a meeting starts,... insight ul keys to success. __- Stephen Kearney, VP Business Development, Lagan Technologies, UK

Documents

Global Sales Strategies for Ambitious Entrepreneurs