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    Sales Management - Online
    Cranfield School of Management

    Sales Management - Online

    Cranfield School of Management, Cranfield
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    Available Cohorts

    Choose your preferred start date

    Date TBD
    online · Instructor-Led
    Open
    Anytime - Self-Paced
    online · Self-Paced
    Open
    $1,203

    All-inclusive program fee

    About This Program

    Sales is a key driver of revenue, yet many organisations struggle to connect their sales approach with wider business objectives. Today’s sales leaders need to understand customer needs, design high-performing sales structures, leverage technology effectively, and build trust-based relationships, all whilst navigating complex B2B and B2C buying environments. The Sales Management online courses equip executives, managers, and sales professionals with the practical tools, frameworks, and insights to build customer-focused, high-performing sales functions. You will explore how sales management has evolved, assess customer value, design effective sales structures, develop compelling value propositions, and strengthen your strategic leadership and commercial decision-making.

    Why Cranfield School of Management?

    Cranfield is one of the few business schools in the world that operates entirely at postgraduate level, with no undergraduates on campus — which means the faculty, the facilities, and the culture are built exclusively around people who already have careers, not people who are just beginning them. Its location on an active aerospace and technology campus in Bedfordshire gives it an intellectual atmosphere you simply won't find in a city-centre school, and its executive education programmes carry a reputation for rigorous, application-focused learning that has been earned over decades, not manufactured for a ranking.

    Your Profile

    • Managers, executives and professionals interested in sales, commercial strategy or customer engagement who want to take a more strategic, evidence-based approach to revenue generation.

    Benefits

    • Gain a strategic understanding of sales management and how it drives business growth.
    • Analyse customer portfolios and assess account attractiveness to prioritise high-value opportunities.
    • Align sales planning and strategy with organisational goals to improve commercial performance.
    • Create compelling value propositions that resonate with key customers and markets.
    • Design customer-focused sales organisations using informed decisions about team structure and resources.
    • Select and implement sales technology, CRM systems, and sales enablement tools effectively.
    • Improve cross-functional collaboration through processes such as S&OP, forecasting, and budgeting.
    • Strengthen leadership capabilities, including emotional intelligence, transformational leadership, and ethical sales practices.
    • Apply strategic sales management frameworks to real customer-supplier challenges in live, facilitated online sessions with Cranfield faculty.
    • Analyse performance management systems and link sales metrics directly to organisational goals.
    • Collaborate with peers to test ideas, evaluate strategic decisions, and develop practical, real-world solutions.

    What You'll Learn

    • Bronze – Understanding Strategic Sales Management and Customer Value: Online self-paced learning (estimated four hours – plus reflection activities). Build a solid foundation in strategic sales management and understand how sales management has evolved in today’s complex B2B and B2C selling environment. Understand the key factors shaping modern sales, including buying complexity, data, trust, and value co-creation. Evaluate the practice of strategic sales management and the challenges faced by high-performing sales organisations. Recognise different types of customer value and assess account attractiveness using structured criteria. Analyse customer portfolios and apply scoring matrices to support evidence-based resource allocation. Explore how customers assess suppliers, including purchasing roles, the Kraljic Matrix, and B2B value dimensions. Apply the Customer Management Matrix to manage strategic, tactical, prospective, and cooperative relationships effectively.
    • Silver – Building High Performing Sales Organisations and Leadership Capability: Online self-paced learning (estimated six hours – plus reflection activities). Deepen your understanding of how to design, lead, and enable a high-performing sales organisation, while developing compelling value propositions. Evaluate and communicate value effectively in industrial and professional markets. Learn how to design customer-focused sales functions that align with organisational goals. Analyse make-or-buy decisions in sales and understand factors driving outsourcing or internal resource development. Strengthen understanding of integration between sales and marketing, and between sales and operations, while addressing structural and cultural challenges. Examine international and cultural factors that affect global sales organisation design. Build capability and understanding in digitising sales processes, including CRM, knowledge management, and sales enablement tools. Develop leadership skills tailored to sales environments, focusing on emotional intelligence, transformational leadership, and ethical conduct.
    • Gold – Applying Strategic Sales Management in Practice: Live online (two half days, five hours each – plus reflection activities). To embed and enhance your learning from the two online modules, you’ll join peers and our expert faculty in a live online environment to advance your strategic sales management knowledge and apply key principles to your organisation. Analyse key customer–supplier relationships and evaluate procurement strategies in practical scenarios. Assess performance management practices and understand how sales metrics and compensation link to organisational outcomes. Apply strategic sales frameworks in live, faculty-led sessions that simulate real organisational challenges. Collaborate with peers to test ideas, refine insights, and develop actionable, evidence-based recommendations.

    Frequently Asked Questions

    How to Apply

    1. 1

      Check your eligibility

      Review the entry requirements listed on this page. Most executive programs require 8–15 years of professional experience.

    2. 2

      Compare programs

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    3. 3

      Contact the school

      Send a message directly to Cranfield School of Management via Gradia to request a brochure or speak with an admissions advisor.

    4. 4

      Prepare your application

      Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

    5. 5

      Submit your application

      Apply directly through Cranfield School of Management's official application portal.

      Apply now →