Popular Searches
Senior Management Programme (Batch 17) Legal Counsels Management Development Programme B2B Marketing Financial Reporting and Corporate Governance (Batch 5)
Quick Links
Life @IIMA The Campus FAQs
Contact Us FAQs

Programmes

Programme

Enhancing Sales Force Performance

Connect for Enquiries:

Ms. Krishna Dhamecha: esfp-exed@iima.ac.in | +91 70690 29947 (Office hours Mon to Fri, 9:00 AM to 5:45 PM)

Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing customer expectations, fragmented communication channels, and proliferating distribution channels. Sales management in such competitive markets has become a challenge and a key activity for organisations for developing competitive advantage.

In this dynamic environment, the profile of the sales force has undergone a sea change. The two main recent changes impacting the process are adoption of technology and realignment of distribution function. This has resulted in shifting the focus on selling to the end customer and the retailer as against the distributors or the wholesalers. The art of sales is moving from product sales to problem solution selling. Ensuring a high level of performance of the sales force would require development of new capabilities besides reassessing the capacities of the current workforce. Organisations are also facing challenges in attracting, developing, motivating and retaining performers, and building teams. In addition, job responsibilities, performance assessment, and incentive compensation needs to be relooked.

This programme will discuss relevant analytical sales management frameworks and examine their applicability for practical solutions. Managers will be urged to examine novel ways of looking at their sales force and execute strategies that match realities of the market place. The main objectives of the programme are as follows:

 

  • Understand customers, markets, and organisational processes from a sales management perspective
  • Develop plans for managing the sales force effectively in order to enhance sales productivity and performance
  • Develop Relevant Measures to assess sales force performance and enable data-based decision making


  • Assessing and creating customer value
  • Performance and reward management
  • Building a value-based sales programme
  • Managing and enhancing sales productivity
  • Recruiting and training the sales force
  • CRM and digital approaches for sales force management
  • Sales operations in a digital and hybrid channel environment
  • Building teams and motivating the sales force
  • AI / ML applications for Sales Force Effectiveness


  • Senior and middle level sales managers from FMCG, consumer durables, industrial, financial services, and IT/knowledge sectors
  • Marketing and commercial managers who are responsible for revenues and field level sales operations
  • Retail and category managers
  • Heads of business units, CEOs of small and medium enterprises
  • HR managers responsible for sales HR processes
Faculty Chair(s)
Profile image
Prof. Biju Varkkey

Profile image
Prof. Subhadip Roy

Promotion Coordinators
Profile image
EEP Krishna Dhamecha

Programme Coordinator Promotion

iima-exed04@iima.ac.in
Introduction

Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing customer expectations, fragmented communication channels, and proliferating distribution channels. Sales management in such competitive markets has become a challenge and a key activity for organisations for developing competitive advantage.

In this dynamic environment, the profile of the sales force has undergone a sea change. The two main recent changes impacting the process are adoption of technology and realignment of distribution function. This has resulted in shifting the focus on selling to the end customer and the retailer as against the distributors or the wholesalers. The art of sales is moving from product sales to problem solution selling. Ensuring a high level of performance of the sales force would require development of new capabilities besides reassessing the capacities of the current workforce. Organisations are also facing challenges in attracting, developing, motivating and retaining performers, and building teams. In addition, job responsibilities, performance assessment, and incentive compensation needs to be relooked.

Objectives

This programme will discuss relevant analytical sales management frameworks and examine their applicability for practical solutions. Managers will be urged to examine novel ways of looking at their sales force and execute strategies that match realities of the market place. The main objectives of the programme are as follows:

 

  • Understand customers, markets, and organisational processes from a sales management perspective
  • Develop plans for managing the sales force effectively in order to enhance sales productivity and performance
  • Develop Relevant Measures to assess sales force performance and enable data-based decision making


Programme Highlights
  • Assessing and creating customer value
  • Performance and reward management
  • Building a value-based sales programme
  • Managing and enhancing sales productivity
  • Recruiting and training the sales force
  • CRM and digital approaches for sales force management
  • Sales operations in a digital and hybrid channel environment
  • Building teams and motivating the sales force
  • AI / ML applications for Sales Force Effectiveness

For Whom


  • Senior and middle level sales managers from FMCG, consumer durables, industrial, financial services, and IT/knowledge sectors
  • Marketing and commercial managers who are responsible for revenues and field level sales operations
  • Retail and category managers
  • Heads of business units, CEOs of small and medium enterprises
  • HR managers responsible for sales HR processes
Faculty Chair
Profile image
Prof. Biju Varkkey

Dr. Subhadip Roy is a Professor in the Marketing Area at the Indian Institute of Management Ahmedabad. He did his Master’s in Business Management with specialization in Marketing from the University of Calcutta and PhD in Marketing from the ICFAI University Dehradun. He was also a Visiting Scholar at the University of Toledo, Ohio, USA from September 2006 – June 2007. Prior to joining IIMA, he has been an Associate Professor at IIM Udaipur and a Faculty Member at IFHE University Hyderabad.

He also has published in a number of international journals of repute such as Journal of Business Ethics, Journal of International Business Studies, Industrial Marketing Management, Marketing Letters, etc..

He is an avid case writer and his cases have been published in reputed case journals and databases such as IIMA Case Center, The Case Journal, Ivey Case Collection and Emerald Emerging Markets Case Studies.

He has delivered training sessions for a diverse portfolio of leading organizations across industries, reflecting his strong industry engagement and expertise.

">
Profile image
Prof. Subhadip Roy

Dates

15 Feb 2027

to

19 Feb 2027

Duration

5 Days

Programme
Fees

INR 1,70,000

Plus 18% GST

Application Deadline

01 Feb 2027

Early Bird
Fees

INR 1,58,100

Plus 18% GST

Early Bird Deadline

25 Jan 2027

Apply Now Pay Fees
Download Brochure