Maximizing Sales Force Performance

Implement frameworks for effective sales force management

This program immerses you in a collaborative learning environment intensely focused on practical ways to significantly improve sales force performance. Guided by our seasoned faculty, you will learn practice-proven principles, strategies and tactics, then explore how to apply them to some of the most challenging sales issues companies face in an era of e-commerce: sales force design and deployment, talent development, compensation and effectiveness.

You’ll set the stage for getting the most out of this learning experience by conducting a critical assessment of your sales force against best practices across the core drivers of sales force effectiveness. From there, you’ll identify practical approaches for enhancing team performance and learn how to implement and lead success-focused change to drive the achievement of your most important growth priorities.

Learn how to motivate and direct your sales force

Who Should Attend

  • Vice presidents and sales directors in any industry
  • Individuals who plan sales strategy and implement sales force decisions

Key Benefits

  • Apply a proven diagnostic framework to set the stage for significantly improved sales force performance
  • Consider the critical decision factors for sizing and structuring your sales force
  • Explore important talent management topics, including the role of the first line sales manager, recruitment, development and retention
  • Assess your sales force culture
  • Understand how technology enhances sales force performance
  • Use results-focused incentives to motivate and direct your sales force
  • Master the principles and tools for implementing success-focused sales force initiatives

Program Content

Thinking Framework for Sales Force Success

  • Assess your sales force’s current state versus leading practice
  • Prioritize opportunities for improvement to drive key growth priorities

Sales Force Design

  • Identify the role of the sales force as integral to an effective go-to-market strategy
  • Design an effective sales force structure
  • Determine the best sales force size
  • Deploy the sales force to greatest advantage

Sales Force Talent Management

  • Effective design of first-line sales manager team to maximize leverage
  • Recruit the best salespeople
  • Develop and retain promising and proven talent
  • Build a winning sales culture

Sales Force Systems

  • Design incentive and motivation programs
  • Apply information and technology to facilitate the sales process


  • Embed effectiveness initiatives into the organization


Marshall Solem - Academic Director; Adjunct Lecturer, Executive Education, J. L. Kellogg School of Management; Managing Principal at ZS Associates leading the global sales solutions practice

Chad Albrecht - Principal at ZS Associates leading the B2B sales compensation practice

Mike Moorman - Managing Principal, B2B Sales Force Strategy and Transformation, ZS; Research Advisory Board Member, Strategic Account Management Association

Scott Shimamoto - Managing Principal at ZS Associates overseeing capability development and outsourcing, previously led incentive compensation practice

Kelly Tousi - Principal at ZS Associates and expert in sales strategy, value-based selling, sales effectiveness, competency modeling, and performance measurement

Torsten Bernewitz - Principal, ZS Associates; Expert in change management, sales force effectiveness and talent management

What Participants Say

“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.”
Vice President, Sales, Océ

“Kellogg was able to unlock many of the problems that attacked our sales force on a daily basis. The teaching was powerful, but the extra juice came from peer collaboration.”
Sales and Marketing Manager, Milo B. Butter & Sons Ltd.

“[This is an] excellent program... It is highly recommended for executives looking for drivers to optimize and maximize the resources of the company with a maximum return on investment.”
Deputy Director, Field Force Excellence, Bayer AG

Personal Consultation

Please email or call us if you would like a personal consultation

2019 Sessions

March 31 - April 4, 2019

Start: March 31 at 5:00 PM

End: April 4 at 12:00 PM

Evanston campus

This program is designed specifically for sales practitioners and leaders. All applications will be subject to review and approval from the program's Academic Director.


Fee includes lodging and most meals

September 8-12, 2019

Start: September 8 at 5:00 PM

End: September 12 at 12:00 PM

Evanston campus

This program is designed specifically for sales practitioners and leaders. All applications will be subject to review and approval from the program's Academic Director.


Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208