A sales strategy is necessary for any commercial company selling products or services. Nevertheless, there is still not a standard definition of what a sales strategy is and how it is connected with the corporate strategy. This course aims to make the connection between the corporate strategy and the sales strategy and define a framework of what a sales strategy consists of.

The course includes an introduction to corporate strategy, business unit strategy and functional strategy, with focus on:
- The strategy formulation process
- Strategic analysis
- Strategy implementation - how strategy happens
- How does one know when the strategic goals are reached, and how can one control that the strategy has been executed according to the plan?
Introduction to sales strategy
- Why has the importance of a sales strategy increased?
- What internal and external factors affect the development of a sales strategy?
The content of a sales strategy
- The significance of a sales strategy for the sales departments infrastructure, the use of CRM systems (Customer Relationship Management) and the development of KAM (Key Account Management) roles, and GAM (Global Account Management) roles.
- The sales departments as an internal marketing function and as an integrator between the company¿s other departments and partners
- The sales departments role in gathering market information
- The sales strategy¿s influence on the sales department regarding integrity and social responsibility.
Future trends and changes in the sales organization
- How does social selling affect the sales strategy and the development of solutions like social CRM¿

Subject description SST2104

Sales Strategies

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