Maximizing Sales Force Performance

Implement frameworks for driving top line growth

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.

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.


VIDEO: Learn more from Academic Director Marshall Solem

Who Should Attend

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

Download Past Participant Profile

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, Principal at ZS Associates and expert in sales force design, sales manager development and sales effectiveness

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

Torsten Bernewitz - Principal at ZS Associates and expert in change management, sales force effectiveness and talent management

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

Arun Shastri - Principal at ZS Associates with expertise in analytics organization design, data science and advanced analytics, analytics capability building, and analytics process outsourcing

Tony Yeung - Managing Principal at ZS Associates and expert in sales force design, sales effectiveness, incentives, and sales operations

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 33.75 CPE credits.

Continuing Professional Education Information
The Kellogg School of Management, Northwestern University is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website:

All Kellogg programs that qualify for CPE credits do not have pre-requisites. Advanced readings and case preparation is required. A packet of course materials is emailed to all participants before the program begins.

All Kellogg programs are group-live or internet-based. Program level: Advanced. For more information regarding administrative policies such as complaints and refunds, please contact our office at 847-467-6018.

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

2022 Session

April 3-7, 2022

Start: April 3 at 5:00 PM

End: April 7 at 11:45 AM

Format: In-Person 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