Strategic Sales Leadership Programme Brochure

Strategic Sales Leadership Programme Creating high performing sales organisations in the digital age

Strategic Sales Leadersip Programme Organise and develop a top class sales function. At Cranfield, we know first-hand about the demands on Sales Directors to grow revenues. Organising a top class sales function is a challenging task. It encompasses the building of an effective sales organisation, working with key stakeholders across the business, nesting sales strategy within the overall business strategy, and of course, being intimately connected with and deeply knowledgeable about the market. Our Sales Directors’ Programme is the only researched based programme for Sales Leaders in Europe. The programme gives you the skills and tools you need to successfully develop your sales function, engage customers and lead your sales teams. The strategic sales programme provides a unique opportunity to:

• Increase profitability through sales strategy. • Align sales with your business strategy.

• Understand and then reverse all areas of sales underperformance. • Focus on strategic selling to develop sustained competitive advantage. • Make the personal transition from sales manager to sales director, or give you the confidence that you have done so.

To book contact: Cranfield Executive Development team Tel: +44 (0)1234 754500 Email: execdev@cranfield.ac.uk

For more information visit: www.cranfield.ac.uk/som/sdp

2

www.cranfield.ac.uk/som/sdp

+44 (0)1234 754500

execdev@cranfield.ac.uk

What you will gain from this programme: • An advanced understanding of how to make the selling organisation productive. • An increased ability and confidence in influencing, managing and motivating sales teams. • Practical tools for managing a customer portfolio and creating customer value. • State-of-the-art concepts, tools and frameworks for creating an effective sales strategy to improve performance.

What your organisation will gain:

Who is the programme for? Senior executives involved in strategic selling and customer management, with high-level business responsibilities: • Sales Directors and Managers. • Directors and Managers of Global or Key Accounts. • Business Development Directors and Managers. • Commercial Directors.

• Vision and commitment of senior

executives to lead change initiatives to improve sales revenues. • A proposed

intervention plan that will support sustained growth in sales performance. • A more knowledgeable and effective sales team that understand the concepts behind increased profits. • Alignment of the sales strategy with business strategy to support sustained organisational growth. creating innovative sales strategies in order to help deliver

www.cranfield.ac.uk/som/sdp

+44 (0)1234 754500

execdev@cranfield.ac.uk

3

Programme content and design The Sales Directors’ Programme is a four-day residential event at Cranfield School of Management. There is also a follow up day a few weeks later, to reflect on and apply learnings to real problems within your organisation. Taught by experienced faculty, you will benefit from the creative practices, diverse ideas, success methods used to overcome challenges that your peers and faculty have faced in a range of sectors. The practical design of the programme walks you through four key elements of a Sales Director’s responsibility: strategy, structure, measurement and people development. This ensures that you are fully equipped with the state-of-the-art tools and frameworks to successfully develop your function in order to easily achieve better long term performance. Organisations that have already benefited from the Sales Directors’ Programme include: • Coca-Cola Enterprises Ltd. • EDF Energy. • Go Ape. • HSBC. • Lily’s Kitchen. • Scania GB Ltd.

• Scottish & Southern Energy Plc.

“The course puts light on your business

(no matter what business sector you are in). The experience that I learnt in four days meant that I wanted to put it to work as soon as I was back at my desk. The course notes gave me a firm base on how to tackle future challenges in the world of sales.”

Colin Kirkpatrick, International Business Development Manager, Emtelle UK Ltd.

4

Programme details

The Sales Directors’ Programme understands the challenges you face when organising a top class sales function within your organisation. You gain state of the art models to: • Support your role to deliver greater value. • Engage with customers more profitably. • Effectively lead your sales organisation. • Develop short term actions for long term performance. • Engage in meaningful sales performance analysis. • Improve your personal effectiveness with key stakeholders.

Fees All our executive programme fees include tuition, course materials and accommodation (where applicable). For Cranfield Alumni we offer a 25% discount on the course fee, and we also offer a discount to research club members. Please ask at time of booking.

Please see www.cranfield.ac.uk/som/sdp for dates and fees.

Duration: Four days residential + follow up day

Day one: Strategy • The strategic role of sales. • Short-term actions for long-term performance. • Creating and delivering value to customers. Day two: Structure • Key account management and team selling. • Sales structures and internal selling. • The procurement perspective.

Day four: Development • Sales leadership and development. • Recruiting and retaining talent. • Persuading and influencing. Day five (after a few weeks): Application The delegates share their experience from implementing an initiative based on the contents of the programme, to get feedback from their peers.

Day three: Measurement • Sales performance analysis. • Target setting. • Rewards systems in sales.

www.cranfield.ac.uk/som/sdp

+44 (0)1234 754500

execdev@cranfield.ac.uk

5

Programme Director

Javier Marcos Visiting Fellow

Javier is an inspiring management educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations. He holds positions as Senior Industrial Fellow at the University of Cambridge IfM ECS, and Visiting Fellow at Cranfield School of Management.

He was the Director of Custom Programmes, Executive Education, and Senior Faculty at the University of Cambridge,

Judge Business School and Senior Lecturer at Cranfield School of Management. Prior to his career in academia, he worked for Unilever in management positions in Spain and in the UK. He is an accredited Belbin instructor. Javier has a PhD in Management (Organisational Learning), a PCert in Teaching, Learning and Assessment in Higher Education (Cranfield University), and has completed the Advanced Leadership Programme (Cambridge University Judge Business School) and the International Teachers Programme (Northwestern University, Kellogg School of Management). His education also includes a Postgraduate Degree in Training Management in Organisations and a Diploma in Advanced Studies in Social Psychology (University of Barcelona). He has a BSc (Hons) in Economics and Business Administration (University of Zaragoza).

www.cranfield.ac.uk/som/sdp

+44 (0)1234 754500

execdev@cranfield.ac.uk

6

The Cranfield learning environment Whatever your executive development requirement, we will have a specialist who can help. We are a team of 50 learning professionals focused on partnering with organisations around the world to develop their leaders, managers and talented hi-potentials. Taking care of your every need We understand that development doesn’t only happen in the lecture room. That is why the Cranfield Management Development Centre provides inviting lounge areas where you can network with your colleagues, restaurants that allow conversation to flow easily as you enjoy the excellent cuisine, and fitness facilities, including a swimming pool, sauna and exercise room, to relax and invigorate you at the end of the day. A home from home After a hard day’s learning, lie back and relax in one of the 186 modern en-suite bedrooms, all of which are designed to make you feel at home. The amenities include free Wi-Fi, Freeview television, a great working area with appropriate light and desk space and a music centre to help you unwind. About Cranfield Executive Development

7

Location

How to find us Cranfield School of Management is located about halfway between London and Birmingham, and on the outskirts of Milton Keynes. Junctions 13 and 14 of the M1 are five minutes away and Milton Keynes railway station is 20 minutes by taxi. London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections.

Northampton

Northampton

Bedford

Bedford

A428

A428

• Cranfield

• Cranfield

A1/M

A421

A1/M

A421

A5

Luton

A5

A41

Luton

A40

A41

M1

A40

M1

Oxford

Oxford A420

M25

A420

M25

M40

M40

A34

Swindon

A34

• Shrivenham

• Cambridge

Swindon

M4

• Shrivenham

Bedford •

M4

• Cranfield London Heathrow London

Milton Keynes •

A436

Heathrow

A436

Luton

Oxford •

Stansted

Shrivenham •

LONDON •

Swindon •

Heathrow

Gatwick

Cranfield Management Development Centre MK43 0GH, UK T: +44 (0)1234 754500 www.cranfield.ac.uk/som

@cranfieldmngmt @cranfielduni /cranfieldmanagement /CranfieldSoM

This programme is provided by Cranfield Management Development Ltd, a wholly owned subsidiary of Cranfield University.

Every effort is made to ensure that the information in this leaflet is correct at the time it is printed. Please check www.cranfield.ac.uk/som/executive for the latest details. Terms and conditions can be found at www.cranfield.ac.uk/som/executivetc Version 4. Feb 2024.

8

www.cranfield.ac.uk/som/sdp

+44 (0)1234 754500

execdev@cranfield.ac.uk