Modern Sales Management

Manage the main challenges that confront your company in sales management

> Target audienceKey benefitsKey topics Meet the staff

Sales management has never been as challenging as it is today. Business models are changing as managers strive to establish their companies as solution providers while capitalizing on digitalization. At the same time, it is becoming increasingly difficult to find, lead, and retain qualified sales personnel who are able to fulfill the requirements that new business models demand.

Against this backdrop, sales managers need to rethink established practices. To support them in this endeavor, the program Modern Sales Management (MSM) deals with the questions of how to optimize sales management as well as build and lead a sales force with optimal selling behavior and increase their sales success. Participants will familiarize themselves with the latest concepts and research results in the fields of solution-selling, sales analytics, and sales automation, and use them to develop ideas to improve their own sales business. They will 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 the 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

  • approaches to modern sales management
  • get to know new frameworks and concepts, research insights, and best-practice examples
  • take a critical look at personal approaches to sales management and plan specific actions for optimization
  • transport the competencies required for a contemporary management of sales into a company
  • capitalize on the exchange between executives form different industries


Key topics

  • Managing the salesforce: Setting, monitoring, and steering the right key performance indicators
  • Solution selling: Building the capabilities required for selling complex service solutions
  • Digitalization: Transforming sales management through analytics and automation
  • 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

Modern Sales Management

13. - 15. Dec 2017
3 Days
3,300 €

Johannes Habel (Program Director)

Associate Professor, ESMT Berlin

Johannes Habel is an associate professor and program director at ESMT Berlin with a focus on sales and marketing management. Before joining ESMT, he worked for Booz & Company for four years, consulting major international corporations on strategic and organizational topics. Furthermore, he worked as a radio journalist for several years.


Olaf Plötner

Professor of Practice and Dean of Executive Education, ESMT

Professor Olaf Plötner joined ESMT Berlin as one of the first faculty members and managing director of ESMT Customized Solutions GmbH in 2002. His current research and teaching focus on strategic management, industrial market management, and sales management in global B2B markets. His work is reflected in his most recent book Counter Strategies in Global Markets, published by Palgrave Macmillan, Springer, and SDX Shanghai. His research has been portrayed in journals such as Industrial Marketing Management and Journal of Business and Industrial Marking as well as in leading international media such as The Wall Street Journal, Times of India, Frankfurter Allgemeine Zeitung, China Daily Europe, and Financial Times.

Professor Plötner is a visiting professor at Darden School of Business and a regular guest lecturer at Freie Universität Berlin and ESCP Ecole Supérieure de Commerce de Paris.

Professor Plötner also worked as a consultant at the Boston Consulting Group in Frankfurt and as a director at Siemens AG in Boston.