MASTERCLASS Attract, Retain and Grow | 18 May 2026 | Alicante, Spain
Another important date for your diary!
On the Monday of conference week, May 18th, we will be running an important Masterclass for those of you with a Sales and Marketing leadership role - dedicated to helping you Connect Learn and Share with others to make the most of your business development activity.
What can you expect...
The event will be hosted by Andy Firth, Stefaan Vandroogenbroeck, David Butruille and Jill Spencer from the MSPA EA Board, who will bring their special energy and insight to the event.
In this Masterclass leaders from MSPA will help you define a business growth strategy, attract new business grow with clients and create winning business cases.
- 3 pillars of Success
- Attract with your Value Proposition
- Retaining Through Key Account Management
- Growing Through Insights
- ....and plenty of time for interactive discussions.
Not to be missed event, planned in Alicante, Spain - at same week as the annual conference!
Aimed at the first 20 Business Owners, Sales Leaders and Key Account Holders in member companies.
Confirm you place and register!
Check the REGISTRATION BUTTON above to see all detail!
Price is 425 Euros per attendee - reduced to 375 Euros when registered before March 19th!
Feel free to use the discount code EARLYBIRD50 to receive Euro 50 discount until March 19th, 2026.
Connect, Learn & Share with your colleagues from the industry!
Check out the feedback from participants who already joined previous MSPA masterclass...
Jill Spencer
Past President MSPA EA
Past Chair MSPA Global
Director of Insight, Proinsight, United Kingdom
Andy Firth
President MSPA EA
Head of Advisory and Analytics / Ipsos Channel Performance
United Kingdom
Cristiani Oliveira
CX Strategy Ambassador - Research Metrics, Portugal
Read more
David Butruille
Managing Director, Qualimetrie Group - France
Read more
Stefaan Vandroogenbroeck
CEO, Multi-Value, Belgium
Read more
Programme
Monday May 18th, 2026
09.30 hrs | Welcome
- What is your Business Strategy to keep on Growing
10.00 hrs | Introduction & Interactive Exercise – Our Growth Challenges | by Stefaan Vandroogenbroeck
Introduction of the three pillars: Attract – Retain – Grow
- Attract - How to create a Value Proposition and take it to market
- Retain - Proving Value - continuously!
- Grow - Developing relationships, upsell and cross-sell
11.00 hrs | Coffee Break
11.20 hrs | Attract with your Value Proposition | by David Butruille
- Defining your Proposition
- Developing your Market
- The Sales Process
12.30 hrs | Lunch
13.30 hrs | Retaining Through Key Account Management | by Jill Spencer
- Defining KPIs with a client
- Measuring Impact
- Boom! The case for more.
14.30 hrs | Coffee Break
14.50 hrs | Growing Through Insights | by Andy Firth
- Identifying and tracking key deliverable metrics.
- Creating compelling Action Plans
- Driving more opportunity
15.20 hrs | Service-Driven Upselling: Growing the Relationship | by Stefaan Vandroogenbroeck
15:45 hrs | Your questions answered
Our trainers will host a panel discussion, with the questions submitted in advance, as well as questions that participants might have at the Masterclass. This is a moment very much appreciated, an opportunity to exchange challenges, ideas, solutions and opportunities.
Start your experience early and join us already on Monday! 
📩 Start Your Registration
Just click here or the above orange button to register, altenatively scan the QR code!
How To Register
Please use the REGISTER button above to start your registration or click here.
To join the masterclass, we ask a fee of 425 Euros - reduced to 375 Euros when registered before March 19th! This will include a full day of interaction and interesting sessions. Refreshments and lunch on the day are included within the fee. Excluding VAT, transportation and accommodation are not covered
Feel free to use the discount code EARLYBIRD50 to receive your discount until March 19th, 2026.
OPTIONAL to add
- The day after the masterclass, May 19th, 2026, several providers organize their software meetings and you might want to combine and stay to attend these as well.
- Feel free to add to your masterclass registration attending the Welcome reception/dinner of the annual conference (AGM) of MSPA EA which will be organised on Tuesday evening, May 19th - we welcome over 175 professionals and members; Euro 115,- including a buffet dinner and drinks are included.
An invoice, including an online payment possibility to pay by credit card, will be sent to you by email after receipt of your registration and when the workshop is officially confirmed by MSPA Europe/Africa - latest last week of March 2026.
Hotel Information
The Hotel Alicante Golf in Alicante, Spain is our official conference venue for the Masterclass and the MSPA EA conference 2026.
The hotel has a perfect location, looking overe a beautiful golf course, only 800 meters far from the San Juan beach, perfect connections with the city center and Alicante Airport is about 20 minutes away.
Update March 12th, 2026 - the Alicante Golf hotel is about to be FULLY BOOKED - please find below the information how you can check with the hotel if there is still availability - there always be cancellations and changes in the upcoming weeks and checking with them might be all you need to do
- No hotel rooms available anymore for the night of May 16th, 2026
Please find at the bottom of this page several alternative hotels in the near area - MSPA does not have any agreements with these hotels, they are only suggestions for you.
Hotel Reservations - Alicante Golf Hotel
Alicante Golf hotel is FULLY BOOKED - A number of rooms had been blocked for MSPA guests at the Hotel Alicante Golf until March 19th, 2026 at a special hotel rate, until the room block is finished or the hotel if fully booked: only available via the below booking instructions. After this date hotel rooms are only available on request and the special MSPA room rate is not applicable anymore!
Check via their official website if they still have availability - daily rates are applicable - https://en.hotelalicantegolf.com/mas
The Hotel Alicante Golf manages all hotel reservations directly, please contact the hotel in case you have any questions; reservations department; reservas@hotelalicantegolf.com | +34 687 09 18 54.
General Information in the event you already arranged your booking via MSPA for the Alicante Golf Hotel
- After your email is received the hotel will send you a confirmation email of your reservation, including your details and rates.
- Generally, within 48 hours however during the weekend it can take slightly longer.
- In case there is no availability the hotel will inform you as well and try to assist you to a nearby hotel.
- Rooms are appointed as “run of the house” which means that the hotel appoints the room category and will appoint them on arrival time of your reservation.
- After the Early Bird deadline rooms are only available on request and the special MSPA rate is not guaranteed!
- Payment & final confirmation:
- No credit card details are asked or needed when you make your reservation.
- Important - 7 to 14 days before your arrival at the Hotel Alicante Golf, the MSPA Congress attendees will receive a secure payment link to arrange payment by credit card (the hotel does not store or maintain any information about guests' personal card details).
- Once your payment has been made correctly, your reservation is firm, and you as guest will receive a final confirmation including your reservation number.
- Cancellation conditions:
- Cancellation until 14 days prior to arrival date is without charge;
- if cancelled between 14 and 7 days prior to arrival, 1 night will be charged as cancellation fees;
- from 6 days to arrival/or no show: cancellation fee is 100% of the entire stay
- Alicante Golf Hotel - Hotel booking and cancellation conditions.
Alternative hotel in Alicante
Please find at the bottom of this page several alternative hotels in the near area - MSPA does not have any agreements with these hotels, they are only suggestions for you. Conditions and rates are the ones presented by the hotels via their website.
- Hotel Castilla Alicante ***
- Hotel Almirante Alicante ****
- Hotel Port Alicante City & Beach ****
- Hotel Boutique Calas de Alicante ***
Alicante, Spain
Discover the vibrant city of Alicante, a Mediterranean gem on Spain’s sunny Costa Blanca. Stroll through its charming old town and explore highlights such as the impressive Santa Bárbara Castle, the colorful Explanada de España, and the bustling Mercado Central.
Alicante’s rich culture comes alive in its festivals, historic architecture, and warm, welcoming atmosphere. Enjoy the city’s beautiful golden beaches, perfect for sunbathing, swimming, and relaxing by crystal-clear waters.
And of course—taste the best of the region with delicious Mediterranean cuisine, from fresh seafood to traditional paella and tapas.
Alicante is the perfect blend of culture, relaxation, and unforgettable flavors. Come and experience it for yourself! To find out more about Tallinn check out the city’s official tourism portal, https://alicanteturismo.com/en/alicante/.
Alicante Airport
Alicante Airport is approximately a 15/20 minutes taxidrive from the MSPA venue the Alicante Golf Hotel. Direct flights available from Rome, Milan, Nice, Amsterdam, Paris, Brussels, Prague, London, Munich, Frankfurt, Barcelona, Madrid, Malaga, Vienna, Warsaw, Dubrovnik and many more cities.
Flight Connections is an easy tool to check out flights and airline companies. Stay flexible and arrange your travel to Alicante with a flexible ticket for your travel!
Transfer from and to the Airport
By Taxi - taxi stand is available right in front of the airport; easy and enough taxis available; it is only as 15/20 drive which will cost Euro 25.
By Bus - from the airport take Bus Line C6 to Plaza de Luceros, then Tram Line 3 to the Golf Stop.
