Sales Force Effectiveness

Adapting for success in a new environment

In this new program our expert faculty addresses the unprecedented disruption sales organizations are experiencing as a direct result of the coronavirus pandemic. Whether facing a sales slump or enjoying a sales bump as a result of this interruption to the usual way of doing business, it’s more difficult than ever to predict what will come next. Many sales organizations have taken quick steps to move to digital channels, virtual selling, redeploying sales efforts and even reducing sales force capacity where needed; but uncertainty and volatility persist.

Focusing on the key issues facing sales leaders in this new environment, this program will address topics such as customer engagement; training, development and retention of sales talent; leveraging analytics and AI to optimize commercial strategies, and how to manage change in a volatile environment. Using frameworks, class discussion and group exercises to assimilate the concepts, you will learn how to adapt your approach to the drivers of sales excellence, ensuring success during an unstable time.

“This program exceeded my expectations and I already anticipate a great deal of ROI as I bring some of the key learnings to my business.”

Participant, Live Virtual Program

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.


VIDEO: Learn more from Academic Director Marshall Solem

Personal Consultation

Please contact us to schedule an advising session

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
  • National sales leaders and Directors responsible for specific geographies, countries or product lines

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

Download Past Participant Profile

Key Benefits

  • Leverage frameworks to diagnose and address sales issues unique to this new environment
  • Gain insight into the changing role of the salesperson and digital channels
  • Understand how sales hiring, development, motivation and compensation plans need to adapt
  • Discover how to move from strategy to execution with enabling tools and processes
  • Learn to leverage analytics and technology for better decision-making

Program Content

New Customer Engagement Models

  • Understand the evolution of the salesperson’s role in the new environment
  • Design an omni-channel customer engagement process that develops rich customer experiences across different customer segments or markets
  • Incorporate flexibility and agility into your go-to-market strategy

Sales Force Talent Management

  • Gain insight into what makes a successful sales rep in the new environment and the implications for hiring, training and developing salespeople
  • Understand how sales managers need to change to successfully coach, motivate and performance manage salespeople in an omni-channel environment

Sales Force Motivation and Incentives

  • Revisit existing incentive plan and motivation programs to determine what needs to change
  • Evaluate mechanisms within incentive plans for ways to best support the sales force in the new environment

Leveraging Analytics and AI to Optimize Omni-Channel Strategies

  • Learn how to move toward a more informed approach to making sales decisions
  • Understand how analytics can help predict the actions to take in an omni-channel environment

Enablement and Execution – Bringing the New Strategy to Life

  • Bridge the gap between strategy and execution
  • Identify infrastructure, technology, operational resources to successfully enable an omni-channel strategy
  • Enable coordination across channels and peer-to-peer communication

Managing Change and Culture in a VUCA World

  • Determine the right enablers to transform sales strategies to a more digital-centric, omni-channel environment
  • Leverage purposeful change management techniques to lead the transformation in your sales 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

Saby Mitra - Principal, ZS; Expert in the sales force role in customer-centric, omni-channel strategies and customer experience digital technologies

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

What Participants Say

“Greatly appreciated the opportunity to participate in this class virtually. Kudos for effectively conducting a virtual class discussing virtual sales force effectiveness! I've already recommended the program to some friends working in other companies and industries who are struggling with leading sales teams in this environment.”

Participant, Live Virtual Program

“Excellent course — content was very current and helpful for those of us trying to navigate in a new post–COVID environment. The opening information related to statistics and data on how organizations are responding was great. Pre-recorded videos were really effective in introducing topics and setting the stage for following lectures. I think this was really helpful for an online course and hope more will be offered in this format. A lot of value in the flexibility!”

Participant, Live virtual Program

“Thank you — I had a great experience and look forward to the next course.”

Participant, Live virtual Program

2022 Session

October 3-11, 2022

Start: October 3 at 8:00 AM

End: October 11 at 12:00 PM

Format: Live Virtual Program

Download the Topic Overview


Kellogg School of Management

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