Modern Sales Management

Modern Sales Management

Manage the main challenges that confront your company in sales management

Sales management has never been as challenging as it is today. Business models are changing as company managers strive to establish themselves as solution providers while capitalizing on digitalization and handling global competition. At the same time, it is becoming increasingly difficult to find, lead, and retain qualified sales personnel who are able to cope with these challenges.

Against this backdrop, sales managers need to rethink established practices. To support managers in this endeavor, MSM answers the question of how to manage sales in a modern way. Participants will learn about the newest scientific insights and how to build and steer a winning sales force while effectively managing customer relationships. Participants will also discuss how to implement the required changes and strategies when dealing with resistance.

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Target audience

Target audience

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

Key topics

Key topics

Current challenges in sales management: Servitization, digitalization, internationalization

Building the salesforce: Attracting and selecting qualified sales representatives

Managing the salesforce: Modern KPIs and incentive systems, managing change in the sales organization

Managing customer relationships: Modern CRM, insights into customer psychology


Take-home value

Take-home value

Individual key benefits

Participants will get to know approaches to modern sales management. They will learn how to build and manage a successful sales force in today’s market and analyze best-practice examples. Moreover, participants will take a critical look at their personal approaches to sales management and plan specific actions for optimization.

Organizational benefits

All ESMT programs are practice-oriented and open up new perspectives to participants. Modern Sales Management (MSM) will transport the competencies required for a contemporary management of sales into a company. Moreover, the program will capitalize on the exchange between executives form different industries and companies – a diverse network whose joint knowledge will be for the benefit of a participant’s company. In addition, each program is an opportunity to promote and retain valuable personnel.

Meet the faculty

Meet the faculty

Johannes Habel (Program director)

Program Director, ESMT

Johannes Habel is a program director at ESMT 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 is the dean of ESMT Executive Education. He joined ESMT as one of the first faculty members and managing director of ESMT Customized Solutions GmbH in 2002. Professor Plötner’s 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.

Jan Wieseke

Chair at the Marketing Department at the Ruhr-University of Bochum

Prof. Dr. Jan Wieseke holds a chair at the Marketing Department Chairman at the Ruhr-University of Bochum since 2008. He is a specialist for sales management and psychological processes within organizations.
Jan is one of the internationally leading marketing researchers within his discipline. His work has been published in the world’s most renowned marketing journals, such as the Journal of Marketing and the Journal of Marketing Research. He also received offers of professorship for the leading marketing faculties in Germany (Mannheim, Münster) as well as international offers (Leicestershire, UK, Groningen, Netherlands).


“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