High-Impact Sales Strategy

Driving revenue and profit growth

Ever-changing customer needs and buying behavior coupled with increased competition for value superiority are driving senior executives to seek new and innovative go-to-market approaches. In this comprehensive program, our faculty of seasoned practitioners and thought leaders will guide you through an in-depth exploration of the diverse range of possible sales strategies and the many challenging decisions critical to profitable revenue growth.

You’ll gain new insight into best practices of leading companies and how to integrate the key components into your own highly effective sales strategies including segmentation, growth priorities, value propositions, customer engagement processes, direct and indirect channel mix and sales force structure. You’ll leave equipped with knowledge and tools you need to make and implement sales strategy decisions that lead to growth in revenues and profits.

This program will be offered in a live virtual format through spring 2021. Our live virtual programs are built to deliver a rich experience that’s comparable to our in-person programs. You will have the opportunity to engage with our faculty and your peers in live discussions and lecture sessions. You will come away with the tools to navigate and succeed in the new business landscape.

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.

Sales leadership

Lead profitable growth

Who Should Attend

  • Chief sales officers
  • Vice presidents and directors of sales, sales strategy, sales operations, and sales force effectiveness
  • Chief commercial officers and vice presidents of marketing and sales, and strategic marketing
  • CEOs of midmarket and smaller companies

Key Benefits

  • Establish segmentation and growth priorities that result in winning sales strategies
  • Move beyond elevator pitches to create, communicate and prove compelling B2B value propositions
  • Modernize the sales process to drive differentiated value
  • Create key accounts programs that maximize mutual value with your most important customers
  • Design field sales force, inside sales and indirect channels for strategic advantage

Program Content

    Day 1:
  • Apply a strategic mindset to the sales function
  • Establish segmentations and growth priorities that result in winning sales strategies
  • Move beyond elevator pitches: compelling B2B value propositions
  • Participate in a case study
  • Modernize the sales process to drive differentiated value
    Day 2:
  • Review leading trends in channels mix and design
  • Design field and inside sales forces for strategic advantage
  • Develop key accounts program for strategic advantage
  • Implement indirect channels for strategic advantage
  • Participate in a case study
    Day 3:
  • Bring it all together: the customer-centric sales strategy
  • Participate in a case study
  • Discuss the other 80 percent: implementation issues and insights
  • Engage in expert panel discussion


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

Michael Ahearne - Principal, ZS; CT Bauer Chair in Marketing at the University of Houston; Executive Director, Sales Excellence Institute; author of Selling Today: Partnering to Create Customer Value

John DeSarbo - Managing Principal, Channel Strategy & Management, ZS

Rodolfo Luzardo - Principal, Sales Force Effectiveness, Strategy Consulting and Large-Scale Transformations, ZS

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 22.0 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: www.nasbaregistry.org.

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

“The faculty team provided theory and practical insights on sales strategy including value creation, sales structure and channel definition and management. This information provided valuable intel, tools and considerations as we evolve our sales strategy and coinciding sales structure to meet our customers needs.”
Chief Customer Officer, G.E.T. Enterprises, LLC

"This [program] immersed me in compelling cases that were enhanced by the professors’ extensive sales experience and knowledge of key trends. By the end of day one I knew what I needed to do - and by the end of the program I knew exactly how.”
Managing Director, Marin's Mexico

“Sales is a complex discipline. The High Impact Sales Strategy course breaks down the complex into manageable and actionable pieces. I left the course with clarity on the difference between strategic planning vs. strategic thinking, the critical importance of key value propositions and how to bring it all together via an implementation framework.”
Senior Vice President, Global Sales Organization, Fairmont Hotels & Resorts

Personal Consultation

Please contact us to schedule an advising session

2021 Session

March 1-4, 2021

Start: March 1 at 5:00 PM

End: March 4 at 12:00 PM

Live Virtual Program


Kellogg School of Management

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