Kellogg School of Management

Building AI-Powered Selling Systems

Kellogg School of Management

Marketing & Sales

About Programme

Today’s buyers have more information, more choices and more ways to navigate the buying process on their own. Yet many organizations still operate with disconnected marketing, sales, customer success and operations functions that do not reflect the reality of how customers make decisions.

Sales leaders and their colleagues examine where their organization’s current approach breaks down, whether the system their buyer encounters matches how they actually decide and where applied AI can have the greatest impact. Through hands-on work with real business challenges and AI tools, participants develop practical solutions to strengthen customer engagement, improve prioritization and align teams around growth.

Team registrations are encouraged to allow for greater collaboration across the organization. Leaders leave with actionable AI-tools, a go-to-market playbook and a 90-day plan for putting their learning into practice.

Programme Content

Day 1: Diagnose – See the system your buyer actually meets
  • Map your sales engine end-to-end and identify areas where it breaks
  • An interactive panel with buyers helps uncover how we really make buying decisions and what sellers get wrong
Day 2: Detect – Find the signal and prepare with context
  • Segments, committees and the signals buyers leave behind
  • Participate in two build labs: the signal router and the AI prep engine
Day 3: Convert – Earn confidence and de-risk decisions
  • Build a decision confidence brief based on a live deal
  • Learn to use forecasting as evidence, not optimism
Day 4: Operate – Realize value and run the system
  • Discuss customer health scores, value realization, advocacy loops and the AI-integrated organization (roles, data and delegation)
  • Teams present their 90-day plan developed in the program
Map your sales engine end-to-end and identify areas where it breaks
An interactive panel with buyers helps uncover how we really make buying decisions and what sellers get wrong
Segments, committees and the signals buyers leave behind
Participate in two build labs: the signal router and the AI prep engine
Build a decision confidence brief based on a live deal
Learn to use forecasting as evidence, not optimism
Discuss customer health scores, value realization, advocacy loops and the AI-integrated organization (roles, data and delegation)
Teams present their 90-day plan developed in the program

Programme Audience

Senior-level sales leaders who work in B2B organizations (this program is not recommended for B2C leaders)
Leaders in B2B organizations who are associated with customer activity, including line sales, revenue operations, customer success, enablement, marketing leaders carrying revenue numbers, founders and rising commercial leaders
Companies are encouraged to send two to four people across functions, allowing for greater collaboration across the organization

Programme Benefits

Build efficiencies and solutions for your company in real time with AI tool labs
Empower human and AI partnerships to drive business initiatives
Streamline sales system process to lead to more efficient business growth
Create greater collaboration between marketing, sales, customer success and operations functions to better connect systems and products with customer decisions
Learn the ROI and role applied AI plays in the sales process

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

Prashansa Uttam

Programme Advisor

+91 9403890085contact@echomind.oneMon – 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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Building AI-Powered Selling Systems | Kellogg School of Management