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European School of Management and Technology

Digital Transformation of Sales Management

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Next dates

Dec 11—13
3 days
Berlin, Germany
EUR 3800 ≈USD 4292
EUR 1266 per day


Manage the main challenges that confront your company in sales management.

Digitalization is changing the sales function fundamentally. Digital business models require new sales approaches, big data analytics grant unprecedented customer insights, and sales processes are increasingly augmented or automated through digital technologies. Against this backdrop, sales managers need to rethink established practices.

To support them in this endeavor, participants of the program Digital Transformation of Sales Management (DTS) discuss the latest concepts, research results, and best practices. They will develop new ideas to improve their own sales business, receive feedback from faculty and peers, and leave the program with a concrete action plan. To facilitate the transfer into practice, participants will also deal with the questions of how to drive change in the sales function as well as how to overcome resistance from superiors, peers, and their own teams.

Key benefits

  • disruptive approaches to modern sales management
  • get to know new frameworks and concepts, research insights, and best-practice examples
  • how to create high-performing sales personnel with clearly defined roles, tasks, and selling behavior
  • capitalize on the exchange between executives form different industries

Key topics

  • Digitalization: Transforming sales management through analytics, automation, artificial intelligence, and the blockchain technology
  • Solution selling: Building the capabilities required for creating superior customer value
  • Managing the change: Achieving buy-in from sales managers and sales representatives

Who should attend

Managers with several years of professional experience in sales, marketing, or customer management.


Christoph Burger is senior lecturer and senior associate dean executive education at the European School of Management and Technology. Before joining ESMT, he worked five years in industry at Otto Versand and as vice president at the Bertelsmann Buch AG, five years at consulting practice Arthur D...
Johannes Habel is an associate professor at ESMT Berlin. In his research and teaching, he focuses on sales and marketing strategies of so-called Hidden Champions, that is, highly successful SMEs with a low level of public awareness. Specifically, Johannes has cooperated with Hidden Champions in i...
Ulf Schäfer is a program director at ESMT Berlin. He studied Philosophy, Mathematics, Logic and Theory of Science in Bonn, Knoxville, and Berkeley as well as Business Administration in Rotterdam and London (Canada). Ulf was a lecturer of Philosophy at Bonn University, a strategy consultant with A...


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