European School of Management and Technology

Available dates

Dec 14—16, 2020
3 days
Berlin, Germany
EUR 3800 ≈USD 4352
EUR 1266 per day


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About the course

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.

Trust the experts

Christoph Burger

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...


Olaf Plötner

Professor Olaf Plötner is the dean of Executive Education at ESMT. He joined ESMT as one of the first faculty members and managing director of ESMT Customized Solutions GmbH in 2002. Olaf's current research and teaching focus on strategic management, industrial market management, and sales manage...


Rajshri Jayaraman

Raji Jayaraman holds the Karl-Heinz Kipp Chair in Research at ESMT Berlin. She has a PhD from Cornell University and worked at the Center for Economic Studies at the University of Munich prior to joining ESMT in 2007. She is a development economist whose research has focused broadly on the role ...


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