Kellogg School of Management

B2B Sales Force Strategy & Effectiveness in the Digital Age

Kellogg School of Management

Marketing & Sales

About Programme

Today’s dynamic B2B and B2B2C sales environments are creating unprecedented opportunities for leadership teams at product manufacturers and service providers alike. Evolving customer buying processes and expectations are requiring new ways of engaging customers and maximizing sales force performance.

This change is wide-reaching. Digital and AI are changing “what” and “how” organizations sell and enable their customer-facing teams. Coordinating sales and marketing across channels is essential to delivering an outstanding customer experience. And nearly every aspect of sales force design and effectiveness is being re-envisioned.

Taught by seasoned Kellogg sales faculty and expert practitioners, you’ll uncover critical insight into today’s leading practices for B2B sales strategy design and sales force performance maximization. The program uniquely connects sales strategy, omni-channel orchestration, sales force design and downstream effectiveness practices to maximize growth and profitability. It enables leaders to develop and implement winning strategies while collaborating effectively with their commercial counterparts and teams.

Programme Content

The insights, frameworks and approaches in this program focus on leading practices that have been applied across a range of large and mid-market organizations and industries. The content for this interactive and engaging program includes pre-reads, classroom lectures and discussions, panels, case-oriented group breakouts, and peer networking.

Key topics include:

Leading practices for B2B sales strategy design
Evaluating customer segmentation and growth strategies
Developing a value proposition and customer engagement process
Evaluating customer segmentation and growth strategies
Developing a value proposition and customer engagement process
Leading practices for sales force design and effectiveness
Sales force structure, sizing and territory optimization
Sales force compensation and talent management
Strategic account management
Sales operations design
CRM ROI maximization
Sales force structure, sizing and territory optimization
Sales force compensation and talent management
Strategic account management
Sales operations design
CRM ROI maximization
Digital trends and implications for the sales force
Digital implications for offerings, customer engagement and field enablement
Advancements in sales analytics and AI
Omni-channel orchestration and digital transformation
Digital implications for offerings, customer engagement and field enablement
Advancements in sales analytics and AI
Omni-channel orchestration and digital transformation
Organizational priorities and change management
Identifying key sales strategy and effectiveness priorities
Charting short-term and long-term roadmaps
Change management tactics and best practices
Identifying key sales strategy and effectiveness priorities
Charting short-term and long-term roadmaps
Change management tactics and best practices

Programme Audience

Chief Sales Officers, Chief Revenue Officers, and Senior Sales Force leadership (including SVPs and VPs of Sales)
Rising leaders who support sales leadership efforts
Sales Force and Commercial Effectiveness leadership
Sales and Commercial Operations leadership
Marketing leaders focused on sales force enablement and omni-channel strategies
HR leaders focused on sales force talent management
Commercial transformation leaders
Senior executives from small companies

Programme Benefits

Learn leading sales strategy, sales force effectiveness and omni-channel orchestration principles, frameworks, and insights that you can apply and adapt to your company’s unique situation and opportunities
Recognize key trends taking place in B2B sales
Advance your ability to identify your organization’s priorities with its sales strategy, sales force effectiveness and omni-channel orchestration, and to chart your roadmap and successfully lead change
Enhance your understanding of interdependencies with commercial counterparts and successfully collaborate across functions

Testimonials

"This program offers a powerful blend of strategic insight and practical tools that are immediately applicable in todays evolving sales landscape. It challenged my thinking and provided a fresh perspective on how to lead effectively in a digital-first world."

Anonymous

"Participating in this program was a truly rewarding experience. The content was practical, thought provoking and timely in todays digital-first world. What stood out most was the facilitators authentic and applicable real-world experience. I walked away with fresh perspectives, actionable strategies, and a renewed sense of purpose."

Anonymous

"Our day-to-day positions take up so much of our time that we fail to look at what drives our sales force success. This course allows you to look at what drives your sales force and to identify key areas for improvement."

Anonymous

"This programme handed me a clear, data-driven blueprint for achieving genuine outcomes. I left with a practical strategic roadmap that were already putting to work across the team."

Anonymous

"This high-octane, five-day in-person course condensed a full semesters worth of material into a dynamic, immersive experiencefilled with world-class content, real-time collaboration, and meaningful discussions with visionary leaders from around the globe."

Anonymous

Testimonial Source

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Speak with an Advisor

  1. Pedagogy (case method, experiential learning, coaching, simulations)
  2. Programme Objective
  3. Faculty Information

Prashansa Uttam

Programme Advisor

+91 9403890085[email protected]Mon – Fri, 9am – 5pm IST

Kellogg School of Management

Executive Education Office

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847.467.6018
mailto:execedkellogg.northwestern.edu
https://www.kellogg.northwestern.edu
Evanston, USA

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B2B Sales Force Strategy & Effectiveness in the Digital Age | Kellogg School of Management