Maximizing Sales Force Performance

Implement frameworks for driving top line growth

This program immerses sales leaders in a collaborative learning environment intensely focused on practical ways to significantly improve sales force performance in the omni-channel era. Guided by 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: sales force design and deployment, developing integrated omni-channel strategies, talent development, leveraging digital technologies, compensation and overall sales 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 to lead the sales function, enhance team performance and drive success-focused change to ensure achievement of your most important growth priorities.

Sales force performance is a key component of your organization’s approach to its overall sales efforts. For a comprehensive view of Kellogg Executive Education’s sales offerings, please see our Executive Sales portfolio.

Incentives available for groups and teams of four or more attending open enrollment programs. Learn more


VIDEO: Learn more from Academic Director Marshall Solem

Who Should Attend

  • CXOs responsible for top-line growth and profitability
  • General managers responsible for marketing and sales
  • Enterprise and national leaders responsible for sales and growth
  • CXOs responsible for top-line growth and profitability
  • VPs of Sales and Directors responsible for specific geographies, countries or product lines

Download Past Participant Profile

Key Benefits

  • Apply a proven diagnostic framework to identify key levers for significantly improved sales force performance
  • Consider the critical decision factors for sizing and structuring your sales force
  • Integrate your sales strategy into your broader omni-channel strategy
  • 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 to leverage technology enhances sales force performance
  • Develop results-focused incentives to motivate and direct your sales force
  • Master the principles and tools for implementing success-focused sales force initiatives

Program Content

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 omni-channel 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

  • Create an 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
  • Leverage digital technologies to amplify sales effectiveness


  • Identify infrastructure, technology, operational resources to successfully enable your omni-channel strategy
  • Leverage purposeful change management techniques to lead transformation in your sales organization


Marshall Solem - Academic Director; Adjunct Lecturer, Executive Education; Principal Emeritus, ZS; expert in sales force design, sales manager development and sales effectiveness

Chad Albrecht - Principal, ZS; leading the B2B sales compensation practice

Tania Lennon - Principal, ZS; head of ZS Talent and Leadership Expertise Center, focused on talent assessment and strategy

Saby Mitra - Principal, ZS; Head of ZS’s Digital Customer Experience Practice; expert in omnichannel customer experience transformation.

Arun Shastri - Principal, ZS; ZS lead in global AI and analytics organization design, data science, digital capability building, and analytics process outsourcing

Tony Yeung - Office Managing Principal-Seattle, ZS; expert in sales force design, sales effectiveness, incentives, and sales operations

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 contact us to schedule an advising session

2024 Session

October 6-10, 2024

Start: October 6 at 5:00 PM

End: October 10 at 11:45 AM

Format: In-Person at Allen Center on 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.

Click here for Executive Education's COVID-19 health and safety protocols


Fee includes lodging and most meals

Kellogg School of Management

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