Executive Education

Executive Program in Strategic Sales Management

Learn how to direct your sales force using the latest analytical tools to improve your sales force productivity.

The data available to sales managers has never been in greater supply, yet the skills required to turn data into insights have never been in such short supply. The purpose of this program is to help prepare you for this brave new world by increasing your familiarity and comfort with the core techniques proven to increase sales and profits. The techniques examined go right to the heart of managing a modern sales force: indexing marketing potential; market segmentation and account targeting; structuring, sizing, and deploying sales resources; sales forecasting; and methods for making data analyses work effectively in presentations to upper management. All of the techniques are illustrated in concrete cases and exercises to encourage hands-on application and practice.

By attending this program, you will:       

  • Learn how to design more effective sales organizations with better defined roles, clear structure, right sizing, and efficient deployment.
  • Explore techniques that improve sales forecasting accuracy.
  • Master goal setting and compensation systems that link sales activities and results to your firm's strategy.
  • Gain methods for recruitment and selection of sales personnel that improve your ability to target and select high-performing sales personnel.

Learn more about our educational approach and how this program will help you leverage business analytics in your sales organization.

Chicago Booth, Gleacher Center, Chicago IL

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Jonathan Frenzen

Adjunct Professor of Marketing

Professor Frenzen earned multiple degrees from the University of Chicago in a range of subjects from cultural anthropology to marketing before receiving his doctorate from Chicago in 1988. He and his consulting teams have worked with many dozens of Fortune 500 companies on a variety of subjects including marketing strategy, new product development, and sales force management. His research activities focus on business-to-business marketing, sales management, and product development.

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William J. Young

Mr. Young is a graduate of the University of Chicago's Executive MBA Program, 1978. He is currently teaching in the Executive Education programs and instructed in the Laboratory in New Product Development and Strategy as well as in the University of Chicago Booth School of Business. He has instructed in Executive Education since the program's inception in 1997.

The course provides an opportunity to comprehensively assess all aspects of an effective sales function. Strategy drives sales function and sales structure!

- Roland Heinrich, Chief Commercial Officer, Executive Vice President, Avantor

The course has been very beneficial to me and I will be implementing the strategies and techniques I have picked up here. I also hope to keep in touch with my fellow participants and lecturers.

- Kevin Ingram, Vice President, NCR Capital Markets

This advanced sales program will benefit experienced sales managers, directors, VPs, and other executives responsible for planning, analysis, control, and direction of the sales organization. The course is equally applicable for those managing the sales process for products or services. Titles include: president, chief sales officer, SVP of sales, VP of sales, director of sales, regional sales manager, and sales manager.

Program Outline

Strategy and the Firm: Tools for Strategy

  • Learn approaches to strategy that are compatible with sales management
  • Identify and integrate strategic activities with the sales force

Market Segmentation and Account Management

  • Tools for account management
  • Case discussion

Linking Your Firm's Strategy to Sales Force Structure

  • Alternative types of sales organizations
  • Independent vs. captive sales force
  • Integrating team and specialist selling with generalists

Managing and Measuring the Sales Organization

  • How to measure sales processes and outcomes
  • Developing sales measurement data
  • Computer-aided sales tracking and measurement systems

Optimization of Compensation Systems and Goal Setting

  • How to identify the types of sales incentive compensation programs
  • How to assess, design, and develop sales incentive compensation programs
  • Using computer simulations to identify alternative sales incentive compensation program costs and salesperson's income levels

Recruitment and Selection

  • Building profiles for the most effective sales people
  • Reducing sales force turnover

Professional Training

  • Making salespeople feel useful, important, worthwhile
  • Developing a consistent, efficient way to teach knowledge and skills
  • Increasing sales force productivity