About Your Trainer: Sidney Minassian

 Sidney Minassian is a growth advisor and coach helping founders and CEOs across the US, Europe, and Asia Pacific with go-to-market strategy, sales execution, and leadership. His clients range from startups landing their first $1M in sales to CEOs scaling companies past $300M in revenue, spanning SaaS, IT services, and product companies.

A seasoned entrepreneur and CEO with over 25 years’ experience, Sidney has built, led, and exited multiple ventures across Australia, the US, and Asia - including Contexti (acquired by Versent/Telstra), Saasyan (AI-driven student safety), and Liaise (a Silicon Valley NLP startup).

Along the way, he has raised tens of millions in funding, built high-performance teams, closed multi-million-dollar deals, and served hundreds of enterprise and government clients. Through his journey he's navigated both major wins and painful failures, and brings those lessons into his coaching and advisory work.

Learn more about Sidney in his bio below.

Who This Masterclass Is For

This is for Founders, CEOs, Sales Executives and Marketing Executives who already have revenue traction and want to scale beyond Armenia’s borders.

If you’ve landed your first customers and are now asking:

• How do we win deals against bigger, global competitors?
  
  
• How do we break into new markets without wasting time and money?
  
  
• How do we build credibility with international buyers who don’t know us yet?
  
  

…then this masterclass is for you.

What We'll Cover in the Session

In this intensive session, Sidney Minassian will share Stories, Strategies, and Case Studies for winning global sales as an outsider, drawn from:

• Founding and scaling ventures into the USA and Asia Pacific - as an outsider from Australia.
  
  
• Competing with and beating global giants like Accenture, Deloitte, and CapGemini.
  
  
• Advising over 100 companies in B2B and B2C markets across the world.
  
  

We’ll unpack the real scenarios you will face when expanding into the US, Europe, and global markets:

• Choosing your niche abroad - how to position yourself so global buyers take you seriously, even if you’re small and from the outside.
  
  Case study: Selling into Bank Mandiri, a $26B bank in Indonesia.
  
  
• Hiring sales leaders overseas - when to bring in senior talent, how to assess them, and how to onboard them so they deliver.
  
  Case study: Hiring a VP of Sales from HP in Silicon Valley and an SVP from Hitachi in New York.
  
  
• Direct vs. channel sales - which model works best in foreign markets, and how to make partners actually prioritise you.
  
  Case study: Scaling an EdTech company (Saasyan) into the US Schools market through partners, distributors and resellers.
  
  
• Pilots and PoCs that win - how to structure proof-of-concept deals so they lead to scale, not stalls.
  
  Case study: Winning a deal with Singtel, a $72B telecommunications giant in Singapore, through a successful pilot.
  
  
• Creative expansion models - subsidiaries, resellers, and revenue-share deals that reduce your risk while you learn a new market.
  
  Case study: Advising international product companies on subsidiary structures and local market MD agreements.
  
  
• Refreshing your brand and GTM - how to reset your positioning when you hit a ceiling.
  
  Case study: Rebranding & re-focusing Adactin for enterprise IT services growth in North American and Singapore

What You’ll Walk Away With

• Proven Strategies - drawn from real-world stories and case studies of selling into global giants like Singtel, Caltex (Chevron) and Bank Mandiri.
  
  
• Actionable Play Moves - specific approaches you can apply immediately to strengthen your sales and market entry plans.
  
  
• Global Perspective - insights from scaling ventures into the USA, Europe, and Asia as an outsider competing with bigger players.
  
  
• Execution Confidence - clarity on what really works (and what doesn’t) when breaking into international markets.
  
  
• Inspiration & Energy - lived lessons that will challenge your thinking and fuel your next global moves with conviction.

Secure Your Place

Workshops like this normally run at $199 USD per seat in international markets. Thanks to the support of UATE, you can access this masterclass in Armenia for just $49 USD:

• Format: Interactive 90-min session (45 min talk + 45 min Q&A).
  
  
• Date and Time : 10am, 21 October 2025
  
  
• Location : UATE Offices - 1 Voskerichneri Street, Yerevan, Armenia
  
  
• ++ Coffee and Cookies from Australia 🦘🇦🇺
  
  
  

Seats are limited. Reserve now and take the next step toward scaling your business globally.

What Founders Are Saying

"Sid helped me navigate a complete reset: repositioning the company, refreshing the brand, and refocusing our go-to-market strategy. Revenues followed."

Pradeep Sriganesh

Chief Executive Officer, Veriscape

"Sidney has been a huge help in shaping our go-to-market (GTM) strategy."

Sapna Bhatia

Co-founder & COO, Adactin

"He has helped me understand what stage my business is at. Without being aware of your stage, you'll waste effort on sales and marketing tasks that are not stage relevant."

Silvia Pfeiffer

Co-Founder & CEO, Coviu

"His strategic insight has been instrumental in shaping our go-to-market approach."

Michael Chanter

Founder & CEO, Covalent Labs

Sidney Minassian - Bio

Sidney Minassian is a seasoned entrepreneur, exited founder, CEO, and growth advisor who has built and scaled ventures across Australia, USA, and Asia. Today, Sidney works with founders and executive teams around the world to accelerate sales and go-to-market growth.

Like Armenian founders, Sidney began in a smaller market - Australia - competing as an outsider. From there, he expanded into the US, Europe, and Asia, proving that even companies from outside the “big hubs” can break through and win global customers.

Originally from Australia, Sidney did what many founders dream of - he packed up, moved to Silicon Valley, and broke into the US market as an outsider. He founded Liaise, built a US team of 20 (including big-name VPs and C-Suite executives), launched and won at DEMO, secured beta customers such as Disney, Dell, and Autodesk, and was featured in TechCrunch, ReadWriteWeb & VentureBeat.

Back in Australia and Asia, Sidney went on to build Contexti, a multimillion-dollar data services business that beat out global giants like Accenture, Deloitte, and CapGemini, and won enterprise clients including Seven West Media (for the Rio Olympic Games), Caltex, and Suncorp, while expanding into Singapore, Indonesia, the Philippines, and New Zealand. Contexti was later acquired by Versent (now part of Telstra) - giving Sidney the perspective of an exited entrepreneur who has lived through the full founder journey.

Today, as Founder of ImpactLadder, Sidney advises founders and CEOs across the US, Europe & Asia Pacific on go-to-market strategy, sales execution, and leadership. 

His clients span SaaS startups, IT services firms, and global product companies - from founders landing their first $1M in sales to CEOs scaling companies past $300M in revenue.

What makes Sidney unique as an advisor is his outsider’s perspective. He has lived the reality of breaking into bigger markets from a smaller base, and knows first-hand what it takes to compete - and win - when you don’t start with home-field advantage. 

He brings energy, candour, and hard-won lessons to help ambitious founders navigate the leap from local traction to global growth.