Building high-performing sales organisations in a changing world

Sales leaders must go beyond short-term wins to develop sustainable, high-performance sales organisations.

The Strategic Sales Leadership Programme equips senior executives to transform sales effectiveness by aligning strategy with the right organisational culture and technology enablers. Participants explore how to shape customer-centric strategies, lead high-performing teams, and leverage digital tools to drive competitive advantage.

Grounded in Cranfield’s research and practical expertise, the programme equips you with the latest thinking, tools, and frameworks to address the complex demands facing sales leaders today: delivering consistent revenue growth, energising teams under pressure, and aligning sales strategy with wider business objectives.

You'll explore how to develop value-creating sales strategies that align with your organisation’s goals, gain the confidence to manage strategic customer relationships, and enhance performance with insight and precision. The programme also strengthens your ability to lead through change, helping you build resilience and agility in the face of evolving market conditions.

By the end of the programme, you’ll leave with a clear, actionable approach to sales leadership—one that inspires, motivates, and elevates the performance of your entire team.

Programme information – Face-to-face

  • Dates
    • 17 - 21 Nov 2025
  • Duration5 days
  • LocationCranfield campus
  • Cost£7,350 + VAT, including accommodation Concessions available


Who should attend

Ideal for professionals engaged in strategic selling and customer management who hold, or aspire to, senior business leadership responsibilities, including:

  • Sales Directors and Sales Managers
  • Aspiring leaders aiming to develop or head a sales function
  • Directors of Global or Key Accounts
  • Business Development Directors and Managers
  • Commercial Managers and Leaders or Directors

If your role involves shaping sales strategy, managing key customer relationships, or driving commercial growth, this programme will equip you with the strategic insights and leadership skills to excel.

What you will learn

Taught by experienced faculty, the programme provides a comprehensive framework for sales professionals to address both the strategic and operational challenges in today's complex B2B sales environment.

You will gain:

  • An advanced understanding of how to develop client-centric, value-driven sales propositions,
  • Enhance confidence and capability in influencing, managing and motivating sales teams,
  • Stronger collaboration with marketing to build cohesive and integrated customer strategies,
  • State-of-the-art concepts, tools and frameworks to create an effective sales strategy,
  • Practical, best practice principles in strategic sales leadership to overcome real organisational challenges.
  • A sales leader equipped to navigate significant market transformations, such as the adoption of AI and digital transformation,
  • Leadership that effectively measures and drives sales performance while maintaining long-term team engagement,
  • A more skilled and knowledgeable sales team capable of implementing high-value strategies that fuel growth and profitability,
  • Enhanced organisational capability to execute impactful sales initiatives,
  • Clear alignment between sales strategy and broader business objectives, driving sustainable growth and value creation.

Programme Structure

The practical design of the programme guides you through four key essential pillars of sales leadership: strategy, structure, measurement and people development. This comprehensive approach ensures that you are fully equipped with the cutting-edge tools and frameworks to successfully build a sales function capable of delivering sustained, high-impact performance.



What you'll experience

Strategy: Defining value-creating sales strategies technology in sales organisations

Structure: Configuring a high-performing sales organisation

Measures & Targets: Defining effective sales enablement practices

Sales Leadership: Leading the sales organisation and its individuals

Your sales leadership challenge

Programme Director

Javier Marcos Cuevas

Key contributors

Dr Monica Franco-Santos
Andrew Hough
John MacDonald-Gaunt
Nicolaas Smit

Concessions

20% discount (tuition fee only) for Cranfield School of Management Alumni who have attended one of our eligible leadership programmes.

Accommodation options and prices

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

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.

Register now Download brochure

This course is provided by Cranfield Management Development Ltd a wholly owned subsidiary of Cranfield University