Contactar esade

Strategic Sales Management (19CK25884)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Jaime Castello Molina Marketing ENG

Previous Knowledge

The participants will need to have basic notions of:

- Corporate Strategy (company mission, strategic goals, culture)
- Marketing Strategy (Market definition, Segmentation, Positioning, Marketing Tools and Operations)
- Go-To-Market Strategy / Channel Management.
- Finance (ROI calculations, margins and profits)
- Project Management (Milestones, tasks and team work)

Workload distribution

The participants will work on teams... they will have to subject themselves to the presentation schedule given to each team by the professors. Beyond that schedule, the teams are free to organize themselves to meet the requirements of the presentations in the model.


This course is designed to provide the participants with the best tools, techniques, and concepts for improving the total effectiveness of a Sales organization The goal is to help participants understand how they can transform a Sales force into a high-performing Sales team, and how they can impact the company's ability to create and sustain a competitive advantage. Participants will also develop a better appreciation of the need for a more integrative approach to developing comprehensive marketing strategies through closer ties between marketing and sales. The course will tackle every possible sales environment, but we will specifically address the issues of B2B and corporate sales management. This course will also provide a real-life practice - based overview of what is needed in order to re-engineer a Sales strategy inside a real organization.

(To the participant) So, if you want to lead a career in sales as you leave your MsC, this course will get you ready to start giving your key ideas to your board of directors, on how to improve their sales strategy, their sale's effort or processes and their sales organization, and get a fast promotion? you can thank us for that next year. But if you don't want (or can't) work in sales, this course will help you to deal with "those guys? in sales, which, in the end, are responsible for the income lifeblood of the company.

Course Learning Objectives

After completing this course, the participants will:

1. Understand the role of the sales organization in the implementation of a company's strategy.
2. Know how to create a sales strategy in the context of multi-channel go-to-market strategies.
3. They will know how to analyze and manage a company's customer portfolio, and they will be able to strategically segment the company's accounts.
4. Be able to define the best sales process to match the specific customer segment needs.
5. Learn how to design the most effective sales organization, to deliver the greatest value to specific customer segments.
6. Analyze the key issues in managing sales teams and its implications in the company's P&L.
7. Understand the role of IT in managing the sales organization.
8. Analyze the interface between sales and marketing, and discuss the different views on how to manage the relationship between the two areas.
9. Understand the concept of Customer Centric Organizations, and how it will impact the way in which companies will be built in the future.


1. Customer Portfolio & Customer Targeting

We will work with the concept of B2B / Customer Segmentation, and we will study three different frameworks to analyse a company¿s customer portfolio, that will provide us with insights into which customers should the sales force focus into

2. Customer Value Propositions

we will try (it¿s sometimes hard to do) to define and analyze something as volatile and sometimes hard to communicate as the value that a company provides to its customers. In order to make it more tangible and hoping that we will all leave the session with a clearer view of it, we will trying to define what value for a customer (B2B) means and what the difference between value and price is

3. The Sales Process

we will concentrate on how to translate the value propositions that we have created to the customers, and the ways for them to understand and buy them. This is the Sales Process, and it will be the blueprint for the organization and the people that will fill it.

4. Sales structure (Roles & Profiles)

we will build the last part of a company¿s Sales Model, the Sales Organization. For it we will work from our Customer Portfolio and our Value Proposition, which will be the building blocks of our Sales Organization. We will also study the issues around outsourcing all or part of our sales effort, and how to make this process as successful as possible. We will close the session discussing the future of the sales organization and the concept of Customer Centric organizations (CCOs).

5. Sales Team Management (People Management)

We will explore what we want to look for when looking for salespeople, and then how we can manage them. We will start by looking at the components of Sales Team Management (What we cam manage in Sales Teams), we will look more precisely at one of the crucial aspects of Sales Teams, which is motivation, and we will close the session with a detailed overview of the often-neglected role of the First Line Sales Manager or FLSM.

6. Information & Control Systems

we will concentrate on how to improve the selling effectiveness of the organization, and how to measure and improve its performance. For this we will study the concept of the Sales Process (¿what we need to do to sell¿) and also how to create a KPI system to improve Sales Effectiveness. Technology (especially IT) will play a major role in all this (in the what we sell and in how we measure and track it) so we will also be exploring the connection between sales and IT.


This course will be based on a Sales challenge that will be presented on the first day to the class. From then on, the participants will work in teams, with the ESADE Sales Plan methodology, and with the help of the professors as tutors of their development.

Assessment criteria

The assessment for this course will be based on:

- 80% of the grade based on the final presentation of the Sales Plan (Team based)
- 20% of the grade on the individual contribution to the session dynamics (in-class participation)

Timetable and sections

Group Teacher Department
Jaime Castello Molina Marketing