Sales Directors Programme

Cranfield School of Management

Sales Directors' Programme


This programme will equip you with the skills you need to operate at the highest level of your business, to manage and get the most out of your sales team, and to increase the efficiency of your selling operation. It will also look at how to implement key account management, how to improve sales forecasting, how to develop sales strategy, and how to operate at the sales / marketing interface. 

By the end of the programme, you will increase your ability and confidence in managing sales teams, have a better understanding of how to increase sales profitability, and will have identified how to bring about a key change in your organisation to improve its sales force performance.

Tuition, course materials, full board accommodation and lifelong access to Alumni Membership benefits are included in the price of this course.


You will gain:
  • An increased ability and confidence in influencing, managing and motivating teams
  • Practical tools for managing a customer portfolio and creating customer value
  • An understanding of major issues in international and global account management
  • Hands-on knowledge of sales forecasting and sales force management.


This four-day programme looks at how to manage a team of business-to-business sales people or a key account team, particularly in an international context.

Topics include:

  • The new path to success in sales 
  • Considering and applying different sales modes
  • Addressing structural issues: design, key account management and the sales/marketing interface
  • Redefining sales processes
  • Managing through measures
  • The art and science of target setting
  • Creating sales incentives
  • Developing sales people
  • Sales leadership and management.
The programme also includes speaker dinners that provide the opportunity to benefit from the experiences of successful practitioners.


Commercial, sales and account directors already familiar with the operational areas of these disciplines, as well as key account managers or senior sales people who have, or will shortly have, high-level commercial responsibilities.


Dr Rodrigo Guesalga


Professor Neil Rackham

Brochure Request


4 days, residential


Click on the dates below to apply

Fees include tuition, course materials, accommodation (where applicable) and lifelong access to Alumni Membership Benefits (on courses of 2 days or more duration).

For further information contact:-

Adila Samavati
+44(0)1234 754415

Download application form
Apply online

Past Participant?

Send us your comments on this course.

home about mba msc doctorates executive development research information contact us