A company's sales organization is a core vehicle for implementing business strategy—yet there's often a big gap between the company's strategic objectives and the way its sales organization actually functions. In this program, you will examine the critical relationship between business strategy and sales activities and discover how to synchronize your strategic priorities, go-to-market initiatives, and sales team to boost revenue and long-term success.

Summary: A company's sales organization is a core vehicle for implementing business strategy—yet there's often a big gap between the company's strategic objectives and the way its sales organization actually functions. In this program, you will examine the critical relationship between business strategy and sales activities and discover how to synchronize your strategic priorities, go-to-market initiatives, and sales team to boost revenue and long-term success.

Key Benefits

Focusing on sales execution as a strategic asset, this sales channel strategy program will help you enable essential company-wide alignment. By aligning strategy and sales, you will explore new ways to help sales professionals meet their numbers, how to improve your company's return on investment in business development activities as well as implement the infrastructure, processes, and cultural values critical to profitable growth.

DetailsExpand All Collapse All

Develop a strategic sales approach optimized for your business Develop a strategic sales approach optimized for your business

Define your target customers and the best methods for reaching them
Develop account management and segment management strategies based on customer profitability
Build and nurture the best sales talent and go-to-market approach for each product or segment
Translate your corporate strategy into sales strategies, tasks, and processes

Build a high-impact sales team and supporting activities to drive your strategy forward Build a high-impact sales team and supporting activities to drive your strategy forward

Ensure that sales recruitment, development, compensation, and performance management systems support corporate strategy
Coordinate sales activities across different sales groups and throughout the enterprise
Establish a flexible approach that enables you to readjust strategies as needed in a changing marketplace

Expand your personal and professional network Expand your personal and professional network

Extend your network by living and working with accomplished executives from various backgrounds, industries, and countries across the globe
Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions

Key Benefits

Details

Develop a strategic sales approach optimized for your business

Define your target customers and the best methods for reaching them
Develop account management and segment management strategies based on customer profitability
Build and nurture the best sales talent and go-to-market approach for each product or segment
Translate your corporate strategy into sales strategies, tasks, and processes

Build a high-impact sales team and supporting activities to drive your strategy forward

Ensure that sales recruitment, development, compensation, and performance management systems support corporate strategy
Coordinate sales activities across different sales groups and throughout the enterprise
Establish a flexible approach that enables you to readjust strategies as needed in a changing marketplace

Expand your personal and professional network

Extend your network by living and working with accomplished executives from various backgrounds, industries, and countries across the globe
Build relationships with a diverse group of peers who can provide wide-ranging insights into your business challenges and career decisions

Who Should Attend

Executive decision-makers who are responsible for defining, communicating, hiring, managing, budgeting for, and measuring a company's go-to-market strategy and sales efforts, such as:

Executives in sales, strategy, business development, distribution, marketing, HR, finance, service, or general management
Executives in business-to-business product or service companies—or business units of large enterprises—that depend on a direct sales force for all or part of their revenue

Executives from venture capital or private equity firms who assist portfolio companies with go-to-market and business development efforts, as well as leaders of those portfolio companies

Attendance by multiple company representatives will foster teamwork and amplify the program's impact. Because the process of mapping sales efforts to strategy requires cooperation among executives from diverse functions, a team of participants might include executives responsible for finance, marketing, business development, customer service (pre- or post-sale), human resources, and product- or service-line management.

Participating Companies Have Included:

Boeing Defense Space & Security Group

Bowlmor AMF

Capgemini

Google

Oracle

Qualcomm

Saudi Telecom

Siemens Mexico

Swarovski Professional

Vivint

VMware

Waldom Electronics

Dive Deeper into the Experience

We Celebrate New Ways of Thinking. Are You Ready?

Thrive in a learning environment that welcomes diverse ideas and perspectives.

Experience the Case Method in the Classroom

Watch participants debate the issues and present their viewpoints.

Discover more about business. And yourself.

Global perspectives > Leadership growth > Organizational impact.

Who Should Attend: Executive decision-makers who are responsible for defining, communicating, hiring, managing, budgeting for, and measuring a company's go-to-market strategy and sales efforts, such as:

Executives in sales, strategy, business development, distribution, marketing, HR, finance, service, or general management

Executives in business-to-business product or service companies—or business units of large enterprises—that depend on a direct sales force for all or part of their revenue

Executives from venture capital or private equity firms who assist portfolio companies with go-to-market and business development efforts, as well as leaders of those portfolio companies

Attendance by multiple company representatives will foster teamwork and amplify the program's impact. Because the process of mapping sales efforts to strategy requires cooperation among executives from diverse functions, a team of participants might include executives responsible for finance, marketing, business development, customer service (pre- or post-sale), human resources, and product- or service-line management.

Participating Companies Have Included:

Boeing Defense Space & Security Group

Bowlmor AMF

Capgemini

Google

Oracle

Qualcomm

Saudi Telecom

Siemens Mexico

Swarovski Professional

Vivint

VMware

Waldom Electronics

Dive Deeper into the Experience

We Celebrate New Ways of Thinking. Are You Ready?

Thrive in a learning environment that welcomes diverse ideas and perspectives.

Learn More

Learn More

Experience the Case Method in the Classroom

Watch participants debate the issues and present their viewpoints.

Learn More

Learn More

Discover more about business. And yourself.

Global perspectives > Leadership growth > Organizational impact.

Learn More

Learn More

Learning and Living at HBS

When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.

Learning and Living at HBS: When you participate in an Executive Education program on the HBS campus, you enter an immersive experience where every aspect of the learning model has been carefully designed to facilitate your growth. Your learning will take place on your own, in your living group, and in the larger classroom, driven by the renowned HBS case method.

Admissions Criteria and Process

We admit candidates to specific sessions on a rolling, space-available basis, and encourage you to apply as early as possible. Although most programs have no formal educational requirements, admission is a selective process based on your professional achievement and organizational responsibilities.

Admissions Criteria and Process

Answering Your Questions

Our Program Advising team can help you at any stage of the admissions process—starting with identifying the program that best addresses your learning and development goals. Contact a program advisor via email or call 1.800.427.5577 (outside the U.S., call +1.617.495.6555).

Application Submission

We recommend that you apply at least four weeks before the program start date. You may use our online form or download an application. HBS maintains all application information in strict confidentiality. We acknowledge receipt of applications via email. In the unlikely event that you do not receive an acknowledgment, please email us at exed_admissions@hbs.edu or call us at +1.617.495.6226.

Application Review

To optimize the learning experience and maximize the exchange of ideas, our Admissions Committee makes selections that balance each participant's experience, scope of current responsibilities, and type of organization. HBS seeks candidates who reflect a broad range of industries, functions, countries, and backgrounds. We review applications monthly and will contact you via email with the Admissions Committee's decision.

Fee, Payment, and Cancellations

The program fee covers tuition, books, case materials, accommodations, and most meals. No payment is necessary until you have been accepted. Payment is required prior to the program start date. If you need to cancel or defer participation, you must submit your request in writing more than 30 days before the start of the program to receive a full refund. Cancellations or deferrals received 14 to 30 days prior to the start of the program are subject to a fee of one-half of the program fee. Requests received within 14 days are subject to full payment.

What You Will Learn

In a dynamic combination of classroom presentations, case studies, small group discussions, and structured workshops, you'll examine the connections among business strategy, sales processes, and the rest of the company. With insight into how successful companies focus, empower, and enhance their sales organizations, you’ll be prepared to overcome obstacles to growth and attain new levels of revenue.

What You Will Learn: In a dynamic combination of classroom presentations, case studies, small group discussions, and structured workshops, you'll examine the connections among business strategy, sales processes, and the rest of the company. With insight into how successful companies focus, empower, and enhance their sales organizations, you’ll be prepared to overcome obstacles to growth and attain new levels of revenue.

Key TopicsExpand All Collapse All

Moving from a strategic vision to an integrated selling plan Moving from a strategic vision to an integrated selling plan

Setting a strategic foundation for sustaining sales success
Defining how your products and services deliver value to customers
Identifying customers presenting the most opportunity and the most risk, and how this impacts programs, people, incentives, and behaviors
Differentiating your offerings from those of competitors and substitutes
Developing and enforcing rational companywide pricing and discount policies
Determining the revenue mix and allocating resources appropriately
Identifying the desired customer, along with goals for acquisition, retention, and up-selling
Establishing the right mix of sales channels, from direct sales teams to resellers to e-commerce and beyond
Articulating, communicating, and refining the strategic vision and selling plan

Building your sales organization to match your strategy Building your sales organization to match your strategy

Defining sales tasks and optimal selling behavior
Establishing the right recruitment criteria and adjusting hiring practices to meet sales requirements
Driving desired performance through training, compensation, measurement, and evaluation
Empowering and leveraging talented sales managers
Building the competency of your sales team on an ongoing basis
Mobilizing functional areas to work together smoothly to optimize sales performance
Understanding how your company culture helps or hinders selling

Creating the optimal infrastructure and processes Creating the optimal infrastructure and processes

Transforming corporate strategies into effective account management
Minimizing channel conflict as your offerings and the market evolve
Setting realistic goals and forecasting effectively
Maximizing the value of sales information systems for account management and compensation
Using feedback from customers and sales representatives to adjust processes

Key Topics

Moving from a strategic vision to an integrated selling plan

Setting a strategic foundation for sustaining sales success
Defining how your products and services deliver value to customers
Identifying customers presenting the most opportunity and the most risk, and how this impacts programs, people, incentives, and behaviors
Differentiating your offerings from those of competitors and substitutes
Developing and enforcing rational companywide pricing and discount policies
Determining the revenue mix and allocating resources appropriately
Identifying the desired customer, along with goals for acquisition, retention, and up-selling
Establishing the right mix of sales channels, from direct sales teams to resellers to e-commerce and beyond
Articulating, communicating, and refining the strategic vision and selling plan

Building your sales organization to match your strategy

Defining sales tasks and optimal selling behavior
Establishing the right recruitment criteria and adjusting hiring practices to meet sales requirements
Driving desired performance through training, compensation, measurement, and evaluation
Empowering and leveraging talented sales managers
Building the competency of your sales team on an ongoing basis
Mobilizing functional areas to work together smoothly to optimize sales performance
Understanding how your company culture helps or hinders selling

Creating the optimal infrastructure and processes

Transforming corporate strategies into effective account management
Minimizing channel conflict as your offerings and the market evolve
Setting realistic goals and forecasting effectively
Maximizing the value of sales information systems for account management and compensation
Using feedback from customers and sales representatives to adjust processes

Faculty

Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe

Faculty Chair

Frank V. Cespedes

MBA Class of 1973 Senior Lecturer of Business Administration. Member of the Entrepreneurial Management Unit; and faculty chair of "Aligning Strategy and Sales."

Firms must have a strategy that's relevant today and tomorrow, not yesterday.

Read Full Bio Read More

Faculty

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration. Member of the Marketing Unit.

Read Full Bio

Robert Simons

Charles M. Williams Professor of Business Administration. Member of the Accounting and Management Unit; and faculty cochair of "Driving Corporate Performance: Aligning Scorecards, Systems, and Strategy."

Read Full Bio

John R. Wells

Professor of Management Practice. Member of the Strategy Unit; and faculty chair of "Strategic IQ: Creating Smarter Corporations."

Read Full Bio

Faculty: Our Executive Education programs are developed and taught by HBS faculty who are widely recognized as skilled educators, groundbreaking researchers, and award-winning authors. Through their board memberships, consulting, and field-based research, they address the complex challenges facing business leaders across the globe

Faculty Chair

Frank V. Cespedes

MBA Class of 1973 Senior Lecturer of Business Administration. Member of the Entrepreneurial Management Unit; and faculty chair of "Aligning Strategy and Sales."

Firms must have a strategy that's relevant today and tomorrow, not yesterday.

Read Full Bio Read More

Faculty

John T. Gourville

Albert J. Weatherhead, Jr. Professor of Business Administration. Member of the Marketing Unit.

Read Full Bio

Robert Simons

Charles M. Williams Professor of Business Administration. Member of the Accounting and Management Unit; and faculty cochair of "Driving Corporate Performance: Aligning Scorecards, Systems, and Strategy."

Read Full Bio

John R. Wells

Professor of Management Practice. Member of the Strategy Unit; and faculty chair of "Strategic IQ: Creating Smarter Corporations."

Read Full Bio

Apply Application PDF

More Admissions Information

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu
Telephone: 1.800.427.5577
(outside the U.S., +1.617.495.6555)

Request the Brochure

Download PDF

Earn a Certificate of Management Excellence

This program applies toward the HBS Certificate of Management Excellence.

Learn More

Identify the Right Program for You

Program Finder

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu
Telephone: 1.800.427.5577
(outside the U.S., +1.617.495.6555)

Earn a Certificate of Management Excellence

This program applies toward the HBS Certificate of Management Excellence.

Learn More

Request the Brochure

Download PDF

Identify the Right Program for You

Program Finder

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu
Telephone: 1.800.427.5577
(outside the U.S., +1.617.495.6555)

Request the Brochure

Download PDF

Implement strategy consistently across your entire organization.

Jose Zavala

President of the Board, CEMZA, Mexico

Read His Story

Identify the Right Program for You

Program Finder

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu
Telephone: 1.800.427.5577
(outside the U.S., +1.617.495.6555)

Request the Brochure

Download PDF

Implement strategy consistently across your entire organization.

Jose Zavala

President of the Board, CEMZA, Mexico

Read His Story

Identify the Right Program for You

Program Finder

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu
Telephone: 1.800.427.5577
(outside the U.S., +1.617.495.6555)

Request the Brochure

Download PDF

Firms must have a strategy that's relevant today and tomorrow, not yesterday.

Frank V. Cespedes

Faculty Chair

Identify the Right Program for You

Program Finder

Need Help? Contact Us:

Program Advising team

Email: executive_education@hbs.edu
Telephone: 1.800.427.5577
(outside the U.S., +1.617.495.6555)

Request the Brochure

Download PDF

Firms must have a strategy that's relevant today and tomorrow, not yesterday.

Frank V. Cespedes

Faculty Chair

Identify the Right Program for You

Program Finder

Related Programs

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Aligning Strategy and Sales

Implement strategy consistently across your entire organization.

Implement strategy consistently across your entire organization.

Firms must have a strategy that's relevant today and tomorrow, not yesterday.

Firms must have a strategy that's relevant today and tomorrow, not yesterday.

Summary

Summary

DetailsExpand AllCollapse All

Develop a strategic sales approach optimized for your businessDevelop a strategic sales approach optimized for your business icon-dropdown-down

Build a high-impact sales team and supporting activities to drive your strategy forwardBuild a high-impact sales team and supporting activities to drive your strategy forward icon-dropdown-down

Expand your personal and professional networkExpand your personal and professional network icon-dropdown-down

Develop a strategic sales approach optimized for your business

Build a high-impact sales team and supporting activities to drive your strategy forward

Expand your personal and professional network

Who Should Attend

Who Should Attend

Learning and Living at HBS

Learning and Living at HBS