Strategic Sales Management - Washington DC Area Course

  • Most sales managers plan effective customer outreach and do their best to rally passion among their teams. The most successful also act as development partners for their organizations, aligning on-the-ground habits of team members with high-level, long-view strategy.

  • At a Glance

    Exceed your targets, foster long-term growth and increase your bottom line when you create customized sales goals in sync with long-term corporate strategy. In Strategic Sales Management, you'll learn how to maximize existing resources, identify and attract your most profitable customers, and track your progress against internal and competitor benchmarks to improve your process over time.

    The Program

    Expand your awareness of the many ways sales can accelerate your business when you analyze big-picture strategy for its practical components. You'll learn how to bridge the gap between corporate revenue targets and actionable initiatives for your sales team. You'll examine your ideal customers for missed opportunities and learn how to use analytics to provide a more satisfying customer experience. You'll share your sales pitches, pipelines and motivational tactics with experts in the field, who will provide individual feedback to sharpen them and help you define the most effective practices for your sales force.

    Where You'll Excel

    • Pinpoint the impact of your sales team's activities on your organization's go-to-market strategies and brainstorm ways to improve it.
    • Learn how to sell what your customers actually want while energizing corporate support for your sales force.
    • Choose the right metrics to track your sales efforts and provide clear guidance to higher profits.
    • Explore the intersection of sales, marketing and new technologies to eliminate duplication of efforts and supercharge customer outreach.   

    Schedule & Topics

    • Aligning Sales Strategies With Corporate Revenue Targets
    • Developing Profitable Customer Relationships
    • Strategic Account Management
    • Designing Solutions for Enterprise Customers
    • Motivating the Sales Force
    • Understanding the Major Accounts Buying Process
    • Developing Metrics and Tracking Sales Performance
    • Pipeline Management
    • Integrating Sales and Marketing


    You'll walk away from Strategic Sales Management with:

    • The best sales management strategy for your organization, as chosen by you from best-in-class standards outlined by industry experts
    • A customized Customer Value Proposition around which you can align your sales team and corporate strategists
    • New ways to nurture existing customers and guarantee long-term growth
    • Techniques to motivate your team members that capitalize on your natural strengths
    • Account management benchmarks that build more profitable customer relationships and support your organization's long-term strategy


    This program is designed for sales managers who want establish winning ground rules for profitable strategy, as well as experienced leaders looking to fast-track their sales careers. It also speaks to small business owners that need to expand or streamline their paths to profit and executives who support or rely on sales managers to meet their revenue goals.


    Michael Ahearne

    Bauer Professor of Marketing and Executive Director of the Sales Excellence Institute - University of Houston
    Ahearne is a world-renowned authority in the area of B2B sales force research. He heads the Sales Excellence Institute, which is a leading organization in sales education and research. His book, Selling Today: Partnering to Create Customer Value, is the highest grossing professional selling text in the world, with copies distributed in more than 40 countries. He worked for Eli Lilly and Co. in sales operations/market research and pitched for the Montreal Expos in a previous life.

    Thomas J. Steenburgh

    Bank of America Research Professor and Senior Associate Dean of Executive Education and Non-Degree Programs 
    Steenburgh is an expert in business-to-business marketing and sales, and he believes that academics should engage with business leaders to solve real-world problems. He has won the Wachovia Award for Research Excellence, and his case study on Hubspot is part of the HBS Premiere Case Collection.  Prior to joining Darden, he taught at the Harvard Business School, where he was the faculty chair of the Business-to-Business Marketing Strategy program in Executive Education.

    Location & Accommodations

    Sands Family Grounds
    Darden School of Business 
    1100 Wilson Boulevard
    Arlington, Virginia

    Please note that accommodations are not included in the program fee. Recommended accommodations include:

    Hyatt Centric Arlington
    1325 Wilson Boulevard, Arlington, Virginia, 22209
    Tel: +1 703 525 1234

    Le Méridien Arlington
    1121 North 19th Street, Arlington, VA 22209
    Telephone: +1-703-351-9170

    Marriott Key Bridge
    1401 Lee Highway, Arlington, VA 22209
    Telephone: +1-703-524-6400

    Holiday Inn Rosslyn at Key Bridge
    1900 North Fort Myer Drive, Arlington, VA 22209
    Telephone: +1-703-807-2000

    Tuition & Certificates

    $6,950 covers materials and some meals. Accommodations are the responsibility of each participant.

    By taking this program, you will earn one week of credit toward a Darden Certificate in Management.