Direct Sales to New Heights

Elevate the performance of your sales team through an up-close examination of core elements of the sales process. Bolster your ability to develop solid sales plans and acquire new frameworks to help your team reach its fullest potential.


  • Increase the efficiency and performance of your sales force by exploring diverse structures, methods and management systems.
  • Identify areas for improvement.
  • Examine strategies to motivate your team, including effective incentive systems.
  • Develop an ambitious but realistic sales plan.

The “Strategic Sales Management” program will tackle the following topics:

  • Best (and Worst) Practices in Sales Force Management
    Examine the most common mistakes in sales force management. Carry out a self-diagnosis to reflect on your management style and formulate clear takeaways.
  • The Sales Force Organization
    Analyze sales force sizing and allocation, as well as the advantages and disadvantages of different sales force architectures and their relationship with specific roles.
  • Supervising and Evaluating Your Sales Force
    Evaluate the functions of sales supervisor and sales director and gain practical recommendations to improve the supervision of your team.
  • Compensating and Motivating Your Team
    Assess the core elements of compensation schemes, debate the pros and cons of diverse compensation systems, and discuss motivational tools beyond the monetary aspect.
  • The Selling Process
    Explore the importance of a methodical design and monitorization of the distinctive phases of the sales process, including complex situations such as large accounts, extended sales cycles and ambiguity with regard to decision makers. Examine the benefits of a consultative approach and strategies to improve sales conversion.
  • Sales and Digitalization
    Analyze the impact of the digital revolution on the global sales process, including the power of the informed consumer, and CRM tools and services aimed at increasing organizational effectiveness.

Is This Program Right for You?
The “Strategic Sales Management” program is particularly suited for CEOs, Chief Sales Officers, Sales Directors and Chief Marketing Officers.

The faculty of the “Strategic Sales Management” program consists of professionals linked not only to teaching and research but also to the real and relevant business world:

Julián Villanueva (academic director)
Head of Marketing Department and Professor of Marketing
PhD in Management (Marketing), University of California, Los Angeles
MBA, IESE Business School, University of Navarra
Francisco Iniesta
Professor of Marketing
PhD in Business Administration, Boston University
MBA, IESE Business School, University of Navarra

The program leverages a range of highly dynamic teaching methodologies, including group discussions, class lectures, exercises and the case method, all aimed at honing your skills as an agent of change.

These teaching methods have been strategically combined to foster an optimal learning environment.

The live online edition is 5 weeks in duration:

  • Kick-off session:
    • March 1, 2022 (Tue.)
  • Week 1:
    •  March 8 (Tue.) | Session 1
    •  March 10 (Thu.) | Session 2
  • Week 2:
    •  March 15 (Tue.) | Session 3
    •  March 17 (Thu.) | Session 4
  • Week 3:
    •  March 22 (Tue.) | Session 5
    •  March 24 (Thu.) | Session 6
  • Week 4:
    •  March 29 (Tue.) | Session 7
    •  March 31 (Thu.) | Session 8

Admission Process & Fees
The live online edition has a three-step admission process:

  1. Participants complete and submit the online application.
  2. The Executive Education Department emails the participant to acknowledge receipt and provides further details on the program dates, schedule and bank details to submit payment.
  3. The participant pays the program fee. This is an essential requisite to access the pre-readings and participate in the program.


  • General fee: € 4,000
  • Alumni fee: € 3,600
  • IESE Alumni Assn. members: € 3,400
  • Executive Education Certificate fee: An additional 5% discount on the general or IESE Alumni Association member fee.

The program fee is tax-exempt and includes academic materials. Payment is required before the program begins.

Discounts are available for corporate agreements and multiple registrations from the same company. Space is limited and filled in strict order of receipt so early registration is encouraged.

Payment Details
We accept payments by credit card or wire transfer.

Cancellation Policy
Cancellations received within 7 days before the program launch are subject to a fee equivalent to 25% of tuition. IESE reserves the right to cancel this program edition or modify dates up to 7 days prior to its start.


Start date: March 1, 2022 | 4 weeks


Focused Programs
M. Jesús Biechy | Director
(+34) 91 211 3050




  •  Companies with corporate agreements with IESE: discount of up to 20%.

    Discount on multiple applications, for individuals and teams: up to 25% for groups of four or more people.

    The more focused programs you take, the more benefits you will receive: you can get discounts from 5 % up to 15 %.

    Contact here the Focused Program team to find out conditions and more details.

  •  Special price for alumni: 10% discount.

     Special price for Members of the IESE Alumni Association: 15% discount. Recommend 2 participants and each one will also get 15% off.

    Loyalty card: IESE alumni or members who take more than 1 program annually will accumulate discounts of up to 30%.

    Contact here the Focused Program team to find out conditions and more details.

  • Entrepreneurs.

    Executive women.


    Contact here to find out more about the scholarships’ criteria and admission process.

  • There are two different ways of obtaining the Executive Education Certificate:

    Complete 4 Focused Programs: 3 face-to-face and 1 online, in English or Spanish, within three years. The 4 programs must total a minimum of 13 days of learning.

    Complete 5 online Focused Programs, in English or Spanish, within two years.

    In addition to earning the IESE Executive Education Certificate, you will enjoy a series of exclusive benefits: Professional guidance with an IESE adviser, 5% discount on any future Focused Programs, and the possibility of becoming a member of the Alumni Association.


#1 in Executive Education since 2015 by Financial Times | IESE Business School

#1 in Custom Programs since 2015 by Financial Times | IESE Business School
#3 in Open Programs 2018 by Financial Times | IESE Business School

Need more information?

Come visit us and we will answer all of your questions.
Coffee is on us!

Focused Programs Barcelona | | (+34) 93 253 4395

Focused Programs Madrid | | (+34) 91 211 3132 / 3160

Focused Programs Munich | | (+49) (89) 242 097 951