B2B Sales Management

“A company doesn't live from what is produced, but from what is being sold.”
(Lee Iacocca, American business man ranked as one of the greatest American CEO’s)

Along with product development, production, and finance, sales is a core process within an organization. It is this part that generates revenue and provides the basis for covering costs and making profit. Within the business-to-business market, the importance of the role that sales plays cannot be emphasized enough. 

It should come as no surprise that the number of people working in sales is enormous. For example, in the United States over 14 million people were employed in sales and sales-related occupations in 2013 – nearly 10 percent of the country’s workforce. These people earned more than $537 billion in wages. The largest single occupation category in the United States was retail salespeople, at almost 4.9 million. Although sales is a strategic success factor for many B2B firms, it is often the largest cost factor as well and represents a major investment for most companies. The sales department generally costs a company about 10 percent of its annual revenue. It is estimated that U.S. organizations invest more than $800 billion a year in their sales forces, which is 4.7 times larger than the total spend on all media advertising in 2012.

Given the high relevance of sales and its immediate influence on costs and profits, a deliberate design and management of sales forces and customers is critically important.

This course offers an introduction to the strategic, operational, and organizational challenges involved in B2B sales management. It examines various managerial issues surrounding effective sales force management as well as management of customers in the B2B environment. 

  • Understand sales strategy in the overall context of the business and marketing strategy
  • Be able to identify challenges and key issues associated with the creation and management of professional sales organizations in the B2B environment
  • Broaden your understanding of the role and tasks of sales managers and their function in managing, planning, and motivating a professional B2B sales force
  • Develop the analytical, interpersonal and strategic skills required to manage the sales force and customer relationships successfully
  • Understand the advantages and disadvantages of different salesforce organization structures.
  • Determine the appropriate sales organization structure for a given selling situation
  • Understand methods for calculating sales force size and be able to compute the numbers of salespeople needed for different selling situations
  • Know types of compensation and factors influencing sales compensation plans
  • Be able to design effective sales compensation plans
  • Be able to describe the major fields of managing customer acquisition, customer retention and customer segmentation
  • Know important factors to be considered in organizing strategic account management programs

Yvonne Krack

Marketing Manager Executive Education



2018-10-21 / 2018-10-21
2018-10-27 / 2018-10-28
Place Düsseldorf
Language English
Price 2.195 €