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Kellogg School of Management

Maximizing Sales Force Performance

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Next dates

Sep 8—12
5 days
Cook County, Illinois, United States
USD 9300
USD 1860 per day


Implement frameworks for effective sales force management

This program immerses you in a collaborative learning environment intensely focused on practical ways to significantly improve sales force performance. Guided and inspired by our seasoned faculty, you and your fellow participants will learn practice-proven principles, strategies and tactics. Then, working with your classmates, you’ll explore how to apply them to some of today’s most challenging issues in sales force design, deployment, talent management, compensation and effectiveness.

You’ll set the stage for getting the most out of this learning experience by conducting a critical assessment of your sales force against best practices across the core drivers of sales force effectiveness. From there, you’ll identify practical approaches for enhancing team performance and learn how to implement and lead success-focused change to drive the achievement of your most important growth priorities

Key Benefits

  • Apply a proven diagnostic framework to set the stage for significantly improved sales force performance
  • Consider the critical decision factors for sizing and structuring your sales force
  • Explore important talent management topics, including the role of the first line sales manager, recruitment, development and retention
  • Assess your sales force culture
  • Understand how technology enhances sales force performance
  • Use results-focused incentives to motivate and direct your sales force
  • Master the principles and tools for implementing success-focused sales force initiatives

Program Content

### Thinking Framework for Sales Force Success

  • Assess your sales force’s current state versus leading practice
  • Prioritize opportunities for improvement to drive key growth priorities

Sales Force Design

  • Identify the role of the sales force as integral to an effective go-to-market strategy
  • Design an effective sales force structure
  • Determine the best sales force size
  • Deploy the sales force to greatest advantage

Sales Force Talent Management

  • Effective design of first-line sales manager team to maximize leverage
  • Recruit the best salespeople
  • Develop and retain promising and proven talent
  • Build a winning sales culture

Sales Force Systems

  • Design incentive and motivation programs
  • Apply information and technology to facilitate the sales process


  • Embed effectiveness initiatives into the organization

Who should attend

  • Vice presidents and sales directors in any industry
  • Individuals who plan sales strategy and implement sales force decisions


Andris A. Zoltners holds the Nemmers Professorship in Marketing at the Kellogg School of Management at Northwestern University, where he has been a member of the faculty for more than 30 years. Prior to this, he was a member of the Business School Faculty at the University of Massachusetts, and r...
Managing Principal, B2B Sales Force Strategy and Transformation, ZS; Research Advisory Board Member, Strategic Account Management Association
Mike Moorman is a leading expert in B2B sales strategy, sales force effectiveness and sales organization transformation. As a Managing Principal at ZS Associates, the largest specialized Sales and Marketing consulting firm in the world, Mike has led engagements with more than 50 companies over th...


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