As digital technology continues to open up new distribution channels, customer demands
and sales strategies are rapidly evolving. With multichannel networks becoming the
norm, leaders must design a go-to-market strategy that sells the right products at
the right time through the right combination of channels. In this hands-on program,
you will improve your ability to optimize sales outcomes by developing and managing
a high-performance multichannel network and sales force.
As digital technology continues to open up new distribution channels, customer demands
and sales strategies are rapidly evolving. With multichannel networks becoming the
norm, leaders must design a go-to-market strategy that sells the right products at
the right time through the right combination of channels. In this hands-on program,
you will improve your ability to optimize sales outcomes by developing and managing
a high-performance multichannel network and sales force.
Sales leaders must understand when to sell directly to a customer, to a retailer,
to a customer through a distributor, or to a wholesaler that supplies a retailer.
This sales team management program explores effective strategies for analyzing different
route-to-market options, whether B2B, B2C, or D2C. You will also learn to manage multiple
channels, strengthen sales teams, and adapt to changing market dynamics. You will
return to your company ready to implement an action plan that sets up your distribution
channels—and your sales teams—to drive revenue and long-term success.
Sales leaders must understand when to sell directly to a customer, to a retailer,
to a customer through a distributor, or to a wholesaler that supplies a retailer.
This sales team management program explores effective strategies for analyzing different
route-to-market options, whether B2B, B2C, or D2C. You will also learn to manage multiple
channels, strengthen sales teams, and adapt to changing market dynamics. You will
return to your company ready to implement an action plan that sets up your distribution
channels—and your sales teams—to drive revenue and long-term success.
Details
Design and lead a go-to-market system that meets your goals
Develop a customer-centric go-to-market strategy
Analyze and select from different route-to-market options
Understand the business model of the new D2C startups
Design and manage a multichannel network
Build the capabilities needed to execute your go-to-market strategy
Improve sales team management by effectively recruiting, compensating, and motivating
your sales force
Build strong relationships with distribution partners
Harness data and technology to optimize your strategy
Manage tensions between channels
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
Executives directly or indirectly responsible for their organization's go-to-market
strategy and/or sales-force activities
Particularly appropriate for: Sales and channel leaders from midsize and large corporations, such as vice presidents
of sales, marketing, or distribution; regional sales managers; channel managers; key
accounts managers; and human resources managers
Attendance by multiple company representatives will foster teamwork and amplify the
program's impact.
Executives directly or indirectly responsible for their organization's go-to-market
strategy and/or sales-force activities
Particularly appropriate for: Sales and channel leaders from midsize and large corporations, such as vice presidents
of sales, marketing, or distribution; regional sales managers; channel managers; key
accounts managers; and human resources managers
Attendance by multiple company representatives will foster teamwork and amplify the
program's impact.
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.
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.
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.
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.
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
Through a rich learning experience that includes faculty presentations, case studies,
small group discussions, data projects, and other exercises, you will explore key
issues in distribution channel design, sales team management, multichannel management,
and emerging channels. You will practice mapping customer flows, reviewing channel
options, designing better distribution channels, and converting data insights into
practical plans of action.
At the end of each day, you and your peers will divide into small groups to discuss
key takeaways from the cases and how they directly apply to your respective organizations.
Through a rich learning experience that includes faculty presentations, case studies,
small group discussions, data projects, and other exercises, you will explore key
issues in distribution channel design, sales team management, multichannel management,
and emerging channels. You will practice mapping customer flows, reviewing channel
options, designing better distribution channels, and converting data insights into
practical plans of action.
At the end of each day, you and your peers will divide into small groups to discuss
key takeaways from the cases and how they directly apply to your respective organizations.
Understand your customers' diverse needs and wants
Decide which segments you are best positioned to serve
Build channel strategies for expanding your market reach and supporting your key marketing
goals
Designing and implementing a winning go-to-market strategy
Shape your go-to-market strategy through "channel stewardship"
Develop an overarching strategy that guides the activities of the entire channel
Align your channel value chain to coordinate your partners' efforts and manage conflicts
Balance customers' needs with your distribution channel's capabilities
Optimize your route-to-market so that it best serves your customers and company
Determine marketing and distribution strategies for new products
Address channel conflicts and management issues in mature product categories
Improving sales-force management
Learn how to recruit, structure, and compensate your sales force for the best outcomes
Diagnose and solve underperformance issues
Develop a system for evaluating and training employees
Understand how different compensation programs impact employees' motivation, productivity,
behavior, and performance
Consider different strategies for pricing products and motivating sales teams
Leveraging data and technology
Explore how new technologies such as the Internet of Things impact sales strategies
Use data and intelligence to determine your strategic approach
Employ technology to better design, monitor, and manage your sales and distribution
channels
Grasp the elements of how "performance marketing" works
The HBS Advantage
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 Cochairs
Doug J. Chung
MBA Class of 1962 Associate Professor of Business Administration
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 Cochairs
Doug J. Chung
MBA Class of 1962 Associate Professor of Business Administration
Program content, dates, schedule, fees, technology platforms, and faculty are subject
to change. In accordance with Harvard University policy, Harvard Business School
does not discriminate against any person on the basis of race, color, sex or sexual
orientation, gender identity, religion, age, national or ethnic origin, political
beliefs, veteran status, or disability in admission to, access to, treatment in, or
employment in its programs and activities.
