Marketing
Build and manage the sales force
When selling effort and strategy pull apart, size and structure the force against the work, define what the salesperson owns, then hire, pay and train to match.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Aligning the sales force with strategy
Foundational: you learn how a company builds its sales force out of its business strategy. By the end of this program you can argue what the sales force is worth in revenue terms, follow the design chain from organization objective through strategy, sales force objective, structure, salesperson and size, apply the four structures (product, market, account, geography) to a situation, and size a sales force with the workload method.
- Why sales eats first
- Aligning the sales force with strategy
- How to structure a sales force
Apply it: Sizing the sales force
4 lessons · ≈3 hours
- Program 02
Key account selling and the salesperson's role
Intermediate: you learn to run the sales where a handful of customers carry most of the revenue, and to read what a salesperson actually does inside an organization. By the end of this program you can tell transaction selling from key account selling, choose among the four key account structures, put the eight-step key account process in order, explain the salesperson's boundary role and apply the six selling types to a real situation.
- Systems selling and key accounts
- Ways to organize around key accounts
- The salesperson's boundary role
Apply it: Application: design the sales force
5 lessons · ≈3 hours
- Program 03
Managing the sales force: hiring, pay, training
Advanced: you learn to manage a sales force end to end, from recruitment through compensation, training and evaluation. By the end of this program you can pick the person who fits a sales culture, tell the four compensation levers and the plan shapes they combine into apart, calculate what a salesperson earns under a given plan, explain how bonuses motivate low, average and high performers differently, and line training and evaluation up with strategy.
- Hiring: finding the right person
- The components of compensation
- Training and evaluation
Apply it: Compensation arithmetic and how bonuses behave
5 lessons · ≈4 hours