Drive commercial performance and build high-performing sales teams.
Sales is a key driver of revenue, yet many organisations struggle to connect their sales approach with wider business objectives. Today’s sales leaders need to understand customer needs, design high-performing sales structures, leverage technology effectively, and build trust-based relationships, all whilst navigating complex B2B and B2C buying environments.
The Strategic Sales Management online courses equip executives, managers, and sales professionals with the practical tools, frameworks, and insights to build customer-focused, high-performing sales functions. You will explore how sales management has evolved, assess customer value, design effective sales structures, develop compelling value propositions, and strengthen your strategic leadership and commercial decision-making.
Who is this for?
Managers, executives and professionals interested in sales, commercial strategy or customer engagement who want to take a more strategic, evidence-based approach to revenue generation.
Course structure
Two-module option
The Bronze and Silver modules provide foundational knowledge and explore fundamental principles of the subject. You will learn independently and receive immediate access to the online learning materials.
Three-module option
After completing Bronze and Silver, the Gold module takes your learning to the next level. Comprising two days (five hours per day) of live online interactive workshops led by Cranfield faculty, the Gold module offers an opportunity to dive deeper into the subject and interpret the learning through the context of your own organisation.
Two-module option
Overview
- DurationApproximately 10-12 hours, plus reflection activities
- Cost£298
- DateN/A
- TimeN/A
- Individual learnerYes
- Organisational cohortsYes
Three-module option
Overview
- DurationApproximately 20-24 hours, plus reflection activities
- Cost£950
- DateN/A
- TimeN/A
- Individual learnerNo
- Organisational cohortsYes (minimum cohort size 10)
Programme impacts – Bronze and Silver
- Gain a strategic understanding of sales management and how it drives business growth.
- Analyse customer portfolios and assess account attractiveness to prioritise high-value opportunities.
- Align sales planning and strategy with organisational goals to improve commercial performance.
- Create compelling value propositions that resonate with key customers and markets.
- Design customer-focused sales organisations using informed decisions about team structure and resources.
- Select and implement sales technology, CRM systems, and sales enablement tools effectively.
- Improve cross-functional collaboration through processes such as S&OP, forecasting, and budgeting. • Strengthen leadership capabilities, including emotional intelligence, transformational leadership, and ethical sales practices.
Programme impacts – Gold
All of the programme impacts for Bronze and Silver, plus:
- Apply strategic sales management frameworks to real customer-supplier challenges in live, facilitated online sessions with Cranfield faculty.
- Analyse performance management systems and link sales metrics directly to organisational goals.
- Collaborate with peers to test ideas, evaluate strategic decisions, and develop practical, real-world solutions.
Modules
Modules
Digital Badges
On completion of each module, you will be issued with a digital badge that can be displayed on your professional profiles, serving as compelling evidence of your expertise and commitment to staying at the forefront of business and management knowledge.
Programme Director
How to apply
Next steps
Our team of executive development experts will be happy to talk to you about your development needs, please email us or call +44 (0)1234 754500.
Book 2-module option Organisations – enquire now
