Digital Transformation of Sales Management

Manage the main challenges that confront your company in sales management

> Target audienceKey benefitsKey topics Meet the staff

Digitalization is changing the sales function fundamentally. Digital business models require new sales approaches, big data analytics grant unprecedented customer insights, and sales processes are increasingly augmented or automated through digital technologies. Against this backdrop, sales managers need to rethink established practices.

To support them in this endeavor, participants of the program Digital Transformation of Sales Management (DTS) discuss the latest concepts, research results, and best practices. They will develop new ideas to improve their own sales business, receive feedback from faculty and peers, and leave the program with a concrete action plan. To facilitate the transfer into practice, participants will also deal with the questions of how to drive change in the sales function as well as how to overcome resistance from superiors, peers, and their own teams.

Target audience

Managers with several years of professional experience in sales, marketing, or customer management.


Key benefits

  • disruptive approaches to modern sales management
  • get to know new frameworks and concepts, research insights, and best-practice examples
  • how to create high-performing sales personnel with clearly defined roles, tasks, and selling behavior
  • capitalize on the exchange between executives form different industries


Key topics

  • Digitalization: Transforming sales management through analytics, automation, artificial intelligence, and the blockchain technology
  • Managing the change: Achieving buy-in from sales managers and sales representatives



“This is a well-structured, practice-oriented program offering new insights on client satisfaction and including an international network of faculty and peers.”

Zoltan Ocsenas, Regional Head, Business Development CEE, Allianz Investmentbank


Meet the teaching staff

Digital Transformation of Sales Management

11. - 13. Dec 2019
3 Days
3,800 €

Johannes Habel (Program Director)

is an associate professor at ESMT Berlin and the co-director of ESMT’s Hidden Champions Institute (HCI).

In his research and teaching, he focuses on the management of sales, services, and marketing. Johannes’ primary area of interest is the role of digitization as well as sales and service psychology. Johannes’ research has been published in some of the world's most renowned academic management jour nals, such as the Journal of Marketing and the Journal of the Academy of Marketing Science.

Before joining ESMT Berlin, Johannes worked as a strategy consultant for Booz & Company for several years.


Christoph Burger

is a senior lecturer at ESMT Berlin. He worked in industry at Otto Versand and as vice president at Bertelsmann Buch AG. He also worked at the consulting practice Arthur D. Little and as an independent consultant focusing on private equity financing of SMEs.

His research focuses on the areas of energy, innovation/blockchain, and decision making/negotiation.

Christoph studied business administration at the Uni versity of Saarbrücken (Germany) and the University of St. Gallen (Switzerland) as well as economics at the University of Michigan, Ann Arbor (USA).


Rajshri (Raji) Jayaraman

is a tenured associate professor of economics. She received her PhD in Economics from Cornell University and worked at the Center for Economic Studies (CES) in Munich before joining ESMT in 2007. Raji’s fields of interest are development economics and labor economics.

While using micro data on individuals, schools, and firms in India,Germany, and Canada, her research examines how people respond to incentives. She is currently serving as faculty lead for ESMT’s full time MBA program.


Olaf Plötner

is a professor at ESMT Berlin. He was one of the first faculty members to join ESMT in 2002. Olaf’s current research and teaching focus is on strategic management, industrial market management, and sales management in global B2B markets.

Olaf is a visiting professor at the Darden School of Business, University of Virginia, and at Antai College of Economics and Management, Jiao Tong University in Shanghai. Olaf also worked as a consultant at the Boston Consulting Group in Frankfurt and as a director at Siemens AG in Boston.

Ulf Schäfer

is a program director at ESMT Berlin. He studied Philosophy, Mathematics, Logic and Theory of Science in Bonn, Knoxville, and Berkeley as well as Business Administration in Rotterdam and London (Canada).

Ulf was a lecturer of Philosophy at Bonn University, a strategy consultant with A.T. Kearney, a co founder of the Launch Group, a manager at DaimlerChrysler and the director and head of Strategy Consulting at Sapient. His teaching and research focus on leadership, change, and responsible management.