Strategic Sales Management Program

Sales management strategies: Direct Sales to New Heights

Discover IESE’s Strategic Sales Management course and 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 successful strategic sales planning, and acquire new frameworks to help your team reach its fullest potential.

Benefits of studying IESE’s Strategic Sales Management Program

#2 in Executive Education 2022 by Financial Times | IESE Business School
  • Increase the efficiency and performance of your sales force by exploring diverse structures, methods and management systems.
  • Identify areas for improvement and strenghen your online sales management.
  • Examine sales management strategies to motivate your team, including effective incentive systems.
  • Develop an ambitious but realistic strategic sales planning.

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 and sales management strategies.
  • 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 and online sales management, 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 is composed of professionals who are involved not only in teaching but also in research and in the business world.

Julián Villanueva (academic director)
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 Executive Education Sales 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.

The on-site edition takes place on the school’s Madrid campus.

To ensure participants get the most out of the program, they will be asked to prepare the academic materials provided two weeks before the program’s start date.

Admission Process & Fees
The admission process entails a three-step process:

  1. Complete and submit the online application.
  2. The Executive Education Department will email you to acknowledge receipt and provide further details on program dates, pre-program academic materials and bank details to submit payment.
  3. Proceed with the payment of the program’s fee. This is an essential requisite to access the pre-readings and participate in the program. Two weeks before the start date, participants receive an email with a user name to access the IESE Virtual Campus and pre-readings.


  • General fee: € 4,500
  • Alumni fee: € 4,050
  • IESE Alumni Assn. members: € 3,825
  • Executive education Certificate fee: An additional 5% discount on the general or IESE Alumni Association member fee.

The program fee is tax-exempt. Payment is required before the program begins and includes all academic materials and most meals. Please note that travel and accommodation expenses are not included.

Discounts are available for corporate agreements and multiple registrations from the same company. Space is limited and filled in strict order of reception 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 2024 (dates TBC)


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.

  • If interested in obtaining Executive Education Certificate:

    Complete, at least, 4 Focused Programs, in English or Spanish, within three years. The 4 programs must total a minimum of 12 days of learning.

    In addition to earning the IESE Executive Education Certificate, you will enjoy a series of other exclusive benefits:

    Professional guidance with an IESE adviser.

    5% discount on any future Focused Program.

    Possibility of becoming a Member of the IESE Alumni Association, which delivers a broad array of exclusive benefits. Discover here how to make the most of the membership.

Focused Programs Portfolio | IESE Business School


#1 in Executive Education 2015-2020 by Financial Times | IESE Business School

#2 in Executive Education 2022 by Financial Times | IESE Business School
#3 in Open Programs 2022 by Financial Times | IESE Business School