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, University of Navarra
Bachelor’s degree in Business Administration, Universidad Complutense de Madrid
Francisco Iniesta
Professor of Marketing
PhD in Business Administration, Boston University
MBA, IESE, University of Navarra
Bachelor’s Degree in Law, Universidad de Murcia

Highly dynamic and interactive, the “Strategic Sales Management” program merges a variety of methodologies to foster an optimal learning environment, including the case study method, collaborative lectures and group discussions.

In order to benefit fully from the course, reading the academic material that will be provided two weeks prior to the start date is essential.

Admission Process & Fees
The program has a four-step admission process:

  1. Participants must complete and submit the online application.
  2. The Executive Education Department will contact the participant by email to acknowledge receipt of the application. It will also provide information about the program dates, sending of prior study materials and the bank details needed to pay tuition.
  3. The participant pays tuition (payment must be made before the start of the course and before prior study materials are sent). This is an essential prerequisite for participating in the program.
  4. Two weeks before the start of the program, participants will receive an email with a username giving them access to IESE’s Virtual Campus, where initial study materials will be available.

(*Pending price update for 20/21 academic year)

The program fee is tax-exempt and includes academic materials and lunches. It does not include travel or accommodation expenses.

The program requires preparatory coursework, which will be made available three weeks before the start date. Payment is required in order to access this material. Check the cancellation policy below.

Do you know about our corporate agreements and fees for multiple registrations? Feel free to ask us.

We have negotiated special fees for our participants in these hotels near to Madrid campus: EXE Moncloa 4*EUROSTAR Zarzuela Park 4*AC Aravaca 4*Melia Princesa 5*Trip España 4*, NH Madrid Chamberí 3*

Arranging Payment
We accept payments by credit card, check or wire. For more payment information, please reference your invoice.

Cancellation Policy
Cancellations received within 20 days prior to the start of the program are subject to a cancellation fee equivalent to 25% of the program fee. IESE reserves the right to cancel this edition of the program or to change the dates up to 20 days prior to its start. IESE is under no circumstances responsible for travel expenses incurred. Participants should consider travel cancellation coverage in the exceptional event that the program is cancelled or that participants are unable to attend for personal or professional reasons.


February 22-24, 2021


Madrid Focused Programs
M. Jesús Biechy
(+34) 91 211 3050
How to arrive




  • IESE offers you the opportunity of designing a personalized development plan. With the support of an academic adviser, you will ll select at least four focused programs that address your unique interests and learning objectives. Once completed, you will receive the IESE Executive Education Certificate and become elegible to join IESE’s Alumni Association.

    Contact an adviser – Learn more about our Focused Programs portfolio and the ones that best reflect your development needs.

     Request the Executive Education Certificate – If you have already completed four or more programs and meet the requirements, you can apply for your certificate here.

  • IESE’s Executive Education Certificate offers a series of key benefits:

     Professional guidance with an IESE adviser.

    5% discount on any future focused program.

     Possibility of becoming a member of the Alumni Association, which delivers a broad array of exclusive benefits, ranging from professional support services to access to more than 300 Alumni learning sessions per year. Delivered around the world, sessions are a chance to learn and build your network.

  • To receive the IESE Executive Education Certificate you must meet the following requirements:

    Complete at least four focused programs (in English or Spanish).

    Programs must be completed within three years.

    Programs should amount to a minimum of 13 days of learning. You can view the focused programs calendar here for a list of available programs.


#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?

IESE Barcelona | | (+34) 93 253 4395

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