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Available dates

Jan 21—23, 2020
3 days
Munich, Germany
EUR 4050 ≈USD 4516
EUR 1350 per day


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About the course

Direct Sales to New Heights

Elevate the performance of your sales team through an up-close examination of core elements of the sales process. Bolster your ability to develop solid sales plans and acquire new frameworks to help your team reach its fullest potential.


  • Increase the efficiency and performance of your sales force by exploring diverse structures, methods and management systems.
  • Identify areas for improvement.
  • Examine strategies to motivate your team, including effective incentive systems.
  • Develop an ambitious but realistic sales plan.


The “Strategic Sales Management” program will tackle the following topics:

  • Best (and Worst) Practices in Sales Force Management

Examine the most common mistakes in sales force management. Carry out a self-diagnosis to reflect on your management style and formulate clear takeaways.

  • The Sales Force Organization

Analyze sales force sizing and allocation, as well as the advantages and disadvantages of different sales force architectures and their relationship with specific roles.

  • Supervising and Evaluating Your Sales Force

Evaluate the functions of sales supervisor and sales director and gain practical recommendations to improve the supervision of your team.

  • Compensating and Motivating Your Team

Assess the core elements of compensation schemes, debate the pros and cons of diverse compensation systems, and discuss motivational tools beyond the monetary aspect.

  • The Selling Process

Explore the importance of a methodical design and monitorization of the distinctive phases of the sales process, including complex situations such as large accounts, extended sales cycles and ambiguity with regard to decision makers. Examine the benefits of a consultative approach and strategies to improve sales conversion.

  • Sales and Digitalization

Analyze the impact of the digital revolution on the global sales process, including the power of the informed consumer, and CRM tools and services aimed at increasing organizational effectiveness.


Highly dynamic and interactive, the “Strategic Sales Management” program merges a variety of methodologies to foster an optimal learning environment, including the case study method, collaborative lectures and group discussions.

In order to benefit fully from the course, reading the academic material that will be provided two weeks prior to the start date is essential.

Who should attend

The “Strategic Sales Management” program is particularly suited for CEOs, Chief Sales Officers, Sales Directors and Chief Marketing Officers.

Trust the experts

Julián Villanueva

Areas of Interest Social media Digital marketing Sales management Customer management and CRM Prof. Julian Villanueva is the Head of the Marketing Department at IESE Business School. He holds a Ph.D. in Management (Marketing) from UCLA, an MBA at IESE, and a B.A. in Economics (Universidad Com...


Francisco Iniesta

Areas of Interest Marketing channels management and franchising New product development and introduction. Marketing research Organizing and controlling the marketing effort Francisco Iniesta is professor in the Marketing Department. His areas of specialization include marketing channel manage...


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