Programme Content
Technological infrastructure as the Engine of Commercial Transformation
New technologies are changing the way companies connect with customers, organize their sales efforts, and go to market. In this module, we’ll take a closer look at the SalesTech and MarTech tools that are reshaping commercial activity—what they do, how they’re being used, and what kind of impact they can really have. We’ll explore a practical taxonomy of solutions, from CRM platforms and sales engagement tools to marketing automation systems, customer data platforms (CDPs), analytics, and decisioning tools. Special attention will be given to the growing role of AI—both generative and predictive—and how it’s being applied to personalization at scale, prioritize leads, automate repetitive tasks, and even assist in real-time interactions.
Redesigning Sales Processes and the Omnichannel model
There’s no one-size-fits-all sales process—especially in B2B, where the way companies sell often reflects years of decisions, habits, and adaptations to different customers, markets, and structures. This module is about helping each participant take a fresh look at how their own commercial process really works. Through a mix of frameworks, case discussions, and a hands-on workshop, we’ll work on how to design or improve the sales process based on what the customer needs, and how their buying journey unfolds. We’ll explore how to align sales activities with that journey, how to avoid redundancy and friction, and how to decide where technology can support, simplify, or add value. We’ll also look at what being omnichannel really means—how to combine human and digital touchpoints in a way that’s coherent, efficient, and genuinely helpful for the customer.
Rethinking the Commercial Organization and the Sales Operating Model
When companies try to modernize how they sell, they often realize that the real bottleneck is not the strategy or the technology—it’s how the sales and marketing teams are organized and managed. In this module, we’ll open up the key questions behind the commercial organization: What roles do we really need? How should teams be structured and deployed? Are responsibilities clear, and are the different functions working in sync? We’ll also look at the basics of the sales operating model: how goals are set, how people are hired and developed, how performance is tracked and rewarded, and how the day-to-day work of selling is actually organized. The module offers a framework to understand what might need to change in each company’s setup, and how to start shaping a structure and a model that better supports today’s commercial reality.
Leading Change and Building a Transformation Roadmap
Most commercial transformations don’t fail because the strategy was wrong, or the tools were missing—they fail because the change wasn’t well led. In this final module, we’ll discuss how to approach commercial change in a realistic way, knowing that change is difficult, that resistance is normal, and that momentum can fade quickly. We’ll look at what a solid transformation roadmap should include, how to set priorities, who needs to be involved, and what common mistakes to avoid. The goal isn’t to follow a fixed recipe, but to understand the key levers that make change possible—and to help each participant think through what a credible next step might look like in their own context.
