You have probably taken courses, done a programme or tried outreach, and you are doing more than ever. And still the business is roughly where it was a year ago.
Marketing and sales are two different jobs. Most small businesses are doing a bit of one, very little of the other, and have nothing connecting the two. In four live sessions, we look at both, and you build the practical tools to connect them in your own business.
Tuesdays, 17 November – 8 December 2026 · four live online sessions · 8–12 people
Who it is for
You run a business of one to ten people, most likely one to five. You might be a founder, freelancer, consultant, coach or technical founder. You are past the idea stage; you have paying clients, and growth has slowed down.
You have probably invested in courses or programmes and tried different ways of finding clients. You are spending more time and money than before, but it is hard to say which of the things you did this year brought your last client.
What you leave with
Six practical tools, filled in with your own numbers and built during the sessions:
- A one-page baseline: your revenue goal, your offer, your client and your funnel, with real figures
- A channel overview: where your last ten clients actually came from
- A positioning one-pager: why a client should choose you over a cheaper option or AI
- A pipeline map and qualification checklist: the stages from first conversation to signed client, and how to tell early whether a lead fits
- A follow-up rhythm and a list of conversations worth reopening
- A 90-day plan: a weekly rhythm, one minimum weekly action for marketing and one for sales, three numbers to check every Friday, and a list of what you stop doing
The four weeks
Week 1 · Where you are, and who you are for
We start with what your business needs to earn, from which clients, and whether last month moved you in that direction. You sort last month's work into marketing, sales and everything else, such as website edits, tidying the CRM or rewriting a presentation, and see how much time that last group takes. You also write your funnel on one line with real numbers.
Week 2 · Marketing: how the right people find you
We look at where your last ten clients came from. Usually, one or two channels don't work, and one works better than expected. You write your positioning in one sentence, test it out loud, refine it, and choose the channels that fit how you work. This week draws on two steps of Veronica's SPIN methodology: being clear about who you are and who you are for.
Week 3 · Sales: how an interested person becomes a client
With Monika, you write down your sales process step by step: the questions that show early in a first conversation whether it is a real opportunity, how to make a clear and specific request, and how to tell a slow deal from a dead one. You set up follow-up as a routine, practise holding your price, and make a list of past conversations worth reopening.
Week 4 · A plan that works in a busy week
We bring marketing and sales together into one 90-day plan, aimed at the same client with the same message. You set one minimum weekly action for each, small enough to keep in your busiest week, plus three numbers to check every Friday: people who showed interest, requests you made and decisions you received. You also decide what leaves your week to make room.
How each session works
Each session is two hours. We start with everyone sharing their numbers from the past week, followed by a short teaching part with one principle and a real example from our own businesses. For most of the session (about 60%), you work on your own business. We finish with two hot seats, where Veronica looks at the marketing side and Monika at the sales side of the same business.
Between sessions, you do one small action on your business, such as tracking one week honestly or reopening five old conversations. There is a small group chat to share how it went. Sessions are recorded, though most of the value comes from working on your business live.
What we leave out
We keep this course practical and focused on your own business. There are no percentage rules or industry benchmarks, no marketing theory or famous-brand case studies, and no frameworks you need to translate afterwards. Everything you build is ready to use.
Who is teaching
Veronica Guguian, SPIN Ideas
Marketing strategist based in Amsterdam. Veronica runs the SPIN Ideas Marketing Accelerator and organises the BASE conference.
Monika Owczarek, Strattik Sales Consulting
More than 20 years leading B2B sales teams, formerly VP at BairesDev, a company featured in a Harvard Business School case as one of the fastest-growing bootstrapped companies in the world.
Investment
- Early bird, until 8 November: €750 + VAT
- From 9 November: €995 + VAT
How to join
- Fill in the short registration form.
- We confirm your place and send your invoice within two working days.
- You will receive the calendar invitations before the first session.