From Framing the Problem to Delivering Value
Program Overview
This program is designed for professionals who need to confidently navigate, position, and sell AI-driven solutions in a rapidly evolving market. From foundational literacy to applied frameworks and strategic sales execution, each session builds toward mastery. Participants will gain clarity on AI, understand how to position and implement it responsibly, and develop the consultative skills needed to lead complex client conversations. Whether new to AI or refining your approach, this end-to-end journey will equip you with the insight, structure, and confidence to turn AI conversations into impactful client outcomes.
Program Modules
AI Unlocked: A Practical Introduction (Synchronous)
Applied Generative AI for Digital Transformation (Synchronous)
Huggins & Kotelly AI Solution Selling Framework
Innovation Selling: The 12-Step Process Quick
WHAT WE’LL COVER
A simple, usable understanding of what AI (and Agentic AI) is.
A shared vocabulary to use with clients, colleagues, and product teams.
Real-world examples of how AI is already transforming businesses.
Understand the key terms and distinctions: AI vs. ML vs. GenAI vs. Agentic AI, common myths, and the reality of current capabilities.
Learn how leading companies leverage AI for e ciency, personalization, insights, and innovation.
2. Applied Generative AI for Digital Transformation (Synchronous-Online)
This module gives participants the tools and insights to move beyond AI experimentation and toward real, responsible deployment. Covering key operational, ethical, and cultural considerations, this session focuses on implementing large language models e ectively, managing risk, and building the internal readiness needed to move fast without breaking trust.
WHAT WE’LL COVER
How to operationalize large language models (LLMOps) at scale.
Choosing the right approach: in-context learning, fine-tuning, or third-party models.
Managing bias, hallucinations, and disinformation in generative AI.
Preparing for evolving AI regulations and technology readiness standards.
Building a culture equipped to adopt and govern AI responsibly.
Understanding memory, feedback, and learning speed in modern AI systems.
3. A Strategic Approach to Selling
and Implementing AI Successfully
AI is now a strategic capability, not just an emerging trend. Yet many organizations struggle to move beyond experimentation. This session presents a practical framework for selling AI with clarity, confidence, and credibility. The Huggins-Kotelly AI Adoption Matrix, developed by Matthew Huggins and Blade Kotelly, helps sales teams spot the right opportunities, avoid pitfalls, and guide clients from early e orts to long-term AI strategy.
Participants will learn how to map AI initiatives across business goals and technical complexity—ensuring they sell not just a tool, but a trajectory. Whether you’re focused on optimizing operations, expanding o erings, or enabling transformational change, this framework provides a clear way to match solutions with needs, set client expectations, and become a trusted partner in the AI journey.
WHAT WE’LL COVER
Understand the 3 business horizons of AI adoption: optimize, expand, and transform.
Learn how to match AI solutions to your client’s technical readiness and strategic goals.
Avoid the “Chatbot Fallacy” and other common traps that derail AI initiatives.
Use the AI Adoption Matrix to frame high-value, right-sized projects that build momentum.
Shift from selling hype to enabling impact—one well-structured conversation at a time.
4. Mastering Consultative Sales Through Innovation Thinking
In today’s competitive landscape, traditional sales techniques no longer cut it—especially when selling complex, cutting-edge solutions. This course equips sales professionals with a proven 12-step innovation framework that leading engineers, designers, and strategists use to drive creative breakthroughs—now engineered for consultative, high-impact selling.
Through this hands-on and dynamic experience, participants will learn how to uncover deeper client needs, position solutions in emotionally and intellectually resonant ways, and di erentiate their o erings by becoming strategic advisors—not just vendors.
Whether selling AI platforms, software, professional services, or transformative technologies, Innovation Selling will give you the mindset, tools, and structured process to lead your clients through complexity, earn trust, and close higher-value deals.
WHAT WE’LL COVER
Use a structured 12-step innovation framework to guide client conversations from first contact to final proposal.
Map stakeholder dynamics and speak to what each decision-maker needs to hear.
Shift from pitching to co-creating value with your clients through deep discovery and strategic framing.
Uncover unspoken needs and hidden risks using tools from design thinking and systems engineering.
Define the emotional/intellectual outcomes your clients care about—beyond product specs.
Leverage storytelling and metaphor to make complex o erings compelling and memorable.
5. Quick Hits: AI-Powered Marketing Strategy, Foresight, and Impact
This fast-paced session explores how AI is transforming the creative, strategic, and competitive landscape of modern marketing. From content generation to regulatory foresight and emerging technologies, you’ll gain practical insights into the tools, trends, and thinking marketers and IT leaders need to stay ahead.
We’ll examine how AI blends with creativity to unlock new storytelling formats, how regulatory and cross-industry shifts shape strategic planning, and how next-gen tools—from multimodal models to autonomous agents—redefine what’s possible in marketing and beyond.
WHAT WE’LL COVER
The evolving relationship between AI and human creativity.
Signals shaping the future of marketing, from regulation to reinvention. How competitive advantage is being redefined in an AI-driven world. What’s coming next: tools, trends, and technologies just over the horizon.
6. Workshop: Sales Simulations & Applied MEDDPICC
TIME TO PUT STRATEGY INTO PRACTICE: DIAGNOSE, QUALIFY, AND LEAD THE DEAL
In this capstone workshop, participants will apply the full Huggins-Kotelly framework to real-world AI sales simulations. Each team will be presented with a scenario representing a complex AI sales opportunity. Their challenge: qualify the opportunity using the MEDDPICC framework, then work step-by-step through the 12-Step Innovation Selling Process to build a complete picture of the deal, identify what’s missing, and plan how to move it forward.
WORKSHOP ACTIVITIES
Step into a realistic AI sales scenario with multiple stakeholders. Use MEDDPICC to qualify the opportunity and spot what’s missing. Apply the 12-Step Selling Process to define the problem, map stakeholders, and shape the right solution. Craft thoughtful open-ended questions to reduce uncertainty and build alignment. Share your strategy with the group and get feedback. By the end, participants will not only understand how to qualify and frame AI sales, but also how to lead conversations confidently and strategically close opportunities.
Program Schedule: October 1–30, 2025
Total Learning Time: 6.5 to 8 hours (Virtual) + 2 Days In-Person Workshop by Region
PHASE 1: VIRTUAL LEARNING JOURNEY
OCTOBER 1–3: KICKOFF & INITIAL LIVE SESSIONS
1-hour Live Session – APJ Region
1-hour Live Session – Americas/Europe
Begin self-directed learning via MIT’s online platform.
*** Sitecore will confirm the exact session times.
Tentative timing: 8:00–9:00 PM EST for APJ and 10:00–11:00 AM EST for Americas/Europe."
OCTOBER 12: VIRTUAL PROGRAM WRAP-UP
OCTOBER 6–10: CONTINUED LEARNING
1-hour Live Session – APJ Region
1-hour Live Session – Americas/Europe
Ongoing asynchronous module work, case studies, and AI sales strategy application.
*** Sitecore will confirm the exact session times. Tentative timing: 8:00–9:00 PM EST for APJ and 10:00–11:00 AM EST for Americas/Europe."
All Sitecore product-specific training will be coordinated through the Sitecore People Development team to align with the scheduled virtual and in-person training sessions.
PHASE 2: IN-PERSON
WORKSHOPS
(REGION-SPECIFIC)
These sessions provide hands-on simulations and applied learning with faculty.
October 15–16 — APJ Region (In-Person Kicko )
October 22–23 — London, UK (Europe Workshop)
October 29–30 — Chicago, USA (placeholder – subject to Sitecore confirmation)
Program Pricing
The price of the program is $3,285 per participant.
With an expected cohort of approximately 200 learners, the total program cost is $657,000.
This all-inclusive investment covers:
Faculty-led delivery by MIT and industry experts
Live virtual sessions and access to asynchronous learning modules
Custom curriculum design and integration of Sitecore use cases
Three in-person regional capstone workshops (APJ, EMEA, Americas)
Sales simulations and applied practice sessions using MEDDPICC and Innovation Selling frameworks
Participant certification through MIT Professional Education
All travel and lodging for faculty and facilitators
Dedicated learning facilitators and ongoing support
