Strategic Sales Leadership Programme: Creating High Performing Sales Organisations in the Digital age

Cranfield School of Management

How long?

  • 5 days
  • online, in person

Cranfield School of Management


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.


Comprehensive course analysis

Unbiased reviews from past participants
Global companies alumni of this course worked for
Positions of participants who took this course
Countries where most past participants are from
Individual needs analysis
Order for $20.00

Who should attend

Senior executives involved in strategic selling and customer management, with high-level business responsibilities:

  • Sales Directors or Managers.
  • Directors of Global or Key Accounts
  • Business Development Directors and Managers.
  • Commercial Managers.

About the course

Organise and develop a top class sales function. At Cranfield, we know first-hand about the demands on Sales Directors and Leaders to grow revenues.

What you will learnYou will gain:

  • An advanced understanding of how to make the selling organisation productive.
  • An increased ability and confidence in influencing, managing and motivating sales teams
  • Practical tools for managing a customer portfolio and creating customer value.
  • Connect more closely with the marketing team and creating customer strategy together.
  • State-of-the-art concepts, tools and frameworks for creating an effective sales strategy to improve performance.

Your organisation will gain:

  • Vision and commitment of senior executives to lead change initiatives to improve sales revenues.
  • A proposed intervention plan that will support sustained growth in sales performance.
  • A more knowledgeable and effective sales team that understand the concepts behind creating innovative sales strategies in order to help deliver increased profits.
  • Alignment of the sales strategy with business strategy to support sustained organisational growth.

Core content

Taught by experienced faculty, you will benefit from the creative practices, diverse ideas, success methods used to overcome challenges that your peers and faculty have faced in a range of sectors.

The practical design of the programme walks you through four key elements of a sales leader's responsibility: strategy, structure, measurement and people development. This ensures that you are fully equipped with the state-of-the-art tools and frameworks to successfully develop your function in order to easily achieve better long term performance.

Programme Details

The Strategic Sales Leadership Programme understands the challenges you face when organising a top class sales function within your organisation.

You gain state of the art models to:

  • Support your role to deliver greater value.
  • Engage with customers more profitably.
  • Effectively lead your sales organisation.
  • Develop short term actions for long term performance.
  • Engage in meaningful sales performance analysis.
  • Improve your personal effectiveness with key stakeholders.

Timetable - Live online


  • Considering different sales strategies
  • Sales leadership paradoxes
  • A change in mindset in how we sell
  • Leveraging technology in your sales route to market


  • Digital Transformation, Why Should I Care?
  • Digital Transformation, Impact on Buying.
  • Strategizing for Sales in Digital Transformation


  • Managing sales channels
  • Managing Key Customers


  • Sales performance
  • The art and science of target setting
  • Rewards systems in sales
  • Application: sales performance & reward

Timetable - Face-to-face

STRATEGY: Defining Value-Creating Sales Strategies Technology in Sales Organisation

  • The strategic role of sales
  • Short-term actions for long-term performance
  • Creating and delivering value to customers
  • Leveraging technology in your sales route to market

STRUCTURE: Configuring high performing sales organisation

  • Key account management and team selling
  • Sales structures and internal selling
  • The procurement perspective

MEASURES & TARGETS: Defining effective sales enablement practices

  • Sales performance analysis
  • Target setting
  • Rewards systems in sales

SALES LEADERSHIP: Leading the sales organisation and its individuals

  • Sales leadership and development
  • Recruiting and retaining talent
  • Persuading and influencing


Monica Franco Santos

Prior to joining Cranfield, Monica worked for a leading global management consultancy. As a senior consultant she worked with numerous companies from a variety of industries and sectors. Her expertise was in the design and implementation of executive compensation systems and other Human Resources...

Sue Holt

Sue Holt is involved in lecturing, research and consultancy in a number of key areas of marketing. Her main interests lie in the fields of global and key account management, customer relationship marketing and business-to-business marketing and she has worked with many different organisations in ...

Mark Davies

Mark began his career as a Mechanical and Manufacturing Engineer, working in the Pharmaceutical and Medical Devices Industries, in a number of roles varying from Senior Project Engineer to Head of Engineering for a Contract Manufacturer. He was a Leadership Team Member of the RP Scherer "Zydis" P...

Nicolaas Smit

Inspirational boardroom partner with strong business and technology background and a passion for creating new business results. Expert generalist creating clarity and direction in complex situations and bringing organizations together. Specialist in sales leadership development in the areas of Ke...

John Macdonald

John has over 30 years’ experience in corporate human resource management across the UK, US, Saudi Arabia and the UAE. He has managed international and regional compensation and benefits policies and practices since 1996, including a 3-year period running the Middle East regional office of an int...

Strategic Sales Leadership Programme: Creating High Performing Sales Organisations in the Digital age at Cranfield School of Management

From  6100 GBP$8,014

Something went wrong. We're trying to fix this error.

Thank you for your application

We will contact the provider to ensure that seats are available and, if there is an admissions process, that you satisfy any requirements or prerequisites.

We may ask you for additional information.

To finalize your enrollment we will be in touch shortly.


Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.