High-Impact Sales Strategy in a Digital World

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 addition, the COVID-19 pandemic has accelerated virtual and digital trends, and created uncertainty about what is the “new normal” – all resulting in new value proposition, sales channel, sales force structure and customer engagement models that address an increasingly demanding and complex buyer landscape.

In this comprehensive program, our faculty of seasoned practitioners and thought leaders will guide you through an in-depth exploration of leading sales strategy practices for maximizing profitable organic growth in today’s B2B selling environment.

Designed for senior leaders, this program focuses on the sales strategy decisions that most impact revenue and profit growth and precede tactical decisions related to sales force management and operations. You’ll come away with a deep understanding of how to develop and implement a holistic sales strategy for maximum impact.

This program is offered in a live virtual format. 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.

Participants talking

Lead profitable growth

Personal Consultation

Please contact us to schedule an advising session

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

Download Past Participant Profile

Key Benefits

  • Establish segmentations and growth priorities that result in winning sales strategies
  • Develop B2B value proposition strategies that achieve critical differentiation, facilitate effective sales force execution and deliver mutual value
  • Design field, inside, digital and indirect sales forces and channels for strategic advantage
  • Create key accounts programs that maximize mutual value with your most important customers
  • Modernize the sales and customer engagement process to address changing buying preferences and drive differentiated value
  • Drive implementations that result in execution advantages

Program Content

Creating a Go-to-Market Strategy

  • Learn how to apply a strategic mindset to the sales function
  • Understand how segmentations and growth priorities result in winning sales strategies
  • Move beyond elevator pitches to create compelling B2B value propositions
  • Incorporate digital into your integrated go-to-market model
  • Modernize the sales process to drive differentiated value

Optimizing Channels and Sales Force Structure for Strategic Advantage

  • Review leading trends in channels mix and design
  • Design field and inside sales forces
  • Create a key accounts program
  • Design and implement indirect channels

Driving Transformational Change

  • Identify and address critical implementation issues
  • Review best practices for managing and leading transformational change


Mike Moorman - Academic Director; Adjunct Lecturer of Executive Education; ZS Managing Principal, Sales Business Area; Global Practice Leader, B2B Sales Strategy and Transformation

John DeSarbo - ZS Principal, Sales Channel Strategy and Management

Tim Joyce - ZS Principal, B2B Marketing

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

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 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

2022 Session

June 6-14, 2022

Start: June 6 at 8:00 AM

End: June 14 at 12:00 PM

Format: Live Virtual Program

Download the Topic Overview

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.


Kellogg School of Management

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