Strategic Sales Leadership Programme Brochure

Strategic Sales Leadership Programme Building high-performing sales organisations in a changing world

www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk

The Cranfield course stood out due to the range of subjects and level at which they were tackled in a relatively short period of time.

Darren Maher SSLP delegate

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The Strategic Sales Leadership Programme enables senior executives to transform sales effectiveness by aligning strategy with the right organisational culture and technology enablers. Participants explore how to shape customer-centric strategies, lead high-performing teams, and leverage digital tools to drive competitive advantage.. Grounded in Cranfield’s research and practical expertise, the programme equips you with the latest thinking, tools, and frameworks to address the complex demands facing sales leaders today: delivering consistent revenue growth, energising teams under pressure, and aligning sales strategy with wider business objectives. You’ll explore how to develop value-creating sales strategies that align with your organisation’s goals, gain the confidence to manage strategic customer relationships, and enhance performance with insight and precision. The programme also strengthens your ability to lead through change, helping you build resilience and agility in the face of evolving market conditions. By the end of the programme, you’ll leave with a clear, actionable approach to sales leadership—one that inspires, motivates, and elevates the performance of your entire team. Sales leaders must go beyond short-term wins to develop sustainable, high-performance sales organisations. Who should attend? Ideal for professionals engaged in strategic selling and customer management who hold, or aspire to, senior business leadership responsibilities, including: • Sales Directors and Sales Managers • Aspiring leaders aiming to develop or head a sales function • Directors of Global or Key Accounts

• Business Development Directors and Managers • Commercial Managers and Leaders or Directors

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www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk

What you will learn

Taught by experienced faculty, the programme provides a comprehensive framework for sales professionals to address both the strategic and operational challenges in today’s complex B2B sales environment.

Your organisation will gain:

You will gain:

• A sales leader equipped to navigate significant market transformations, such as the adoption of AI and digital transformation, • Leadership that effectively measures and drives sales performance while maintaining long-term team engagement, • A more skilled and knowledgeable sales team capable of implementing high-value strategies that fuel growth and profitability, • Enhanced organisational capability to execute impactful sales initiatives, • Clear alignment between sales

• An a dvanced understanding of how to develop client-centric, value-driven sales propositions, • Enhance confidence and capability in influencing, managing and motivating sales teams, • Stronger collaboration with marketing to build cohesive and integrated customer strategies, • State-of-the-art concepts, tools and frameworks to create an effective sales strategy, • Practical, best practice principles

in strategic sales leadership to overcome real organisational challenges.

strategy and broader business objectives, driving sustainable growth and value creation.

www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk

4

My personal development plan within my organisation is to progress to a board-level director, and this course had the content that would assist in that goal. Darren Fletcher Supplier Sales Director

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www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk

Programme structure

The practical design of the programme guides you through four key essential pillars of sales leadership: strategy, structure, measurement and people development. This comprehensive approach ensures that you are fully equipped with the cutting-edge tools and frameworks to successfully build a sales function capable of delivering sustained, high-impact performance.

www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk

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Programme Director

Javier Marcos Cuevas Javier is an inspiring management educator, researcher and consultant with 20 years of experience working in academia, consultancy and in multinational corporations. He was previously the Director of Custom Programmes, Executive Education, and Senior Faculty at the University of Cambridge, Judge Business School. Prior to his career in academia, he worked for Unilever in management positions in Spain and in the UK. He is an accredited Belbin instructor. Javier has a PhD in Management (Organisational Learning), a PCert in Teaching, Learning and Assessment in Higher Education (Cranfield University), and has completed the Advanced Leadership Programme (Cambridge University Judge Business School) and the International Teachers Programme (Northwestern University, Kellogg School of Management). His education also includes a Postgraduate Degree in Training Management in Organisations and a Diploma in Advanced Studies in Social Psychology (University of Barcelona). He has a BSc (Hons) in Economics and Business Administration (University of Zaragoza).

Fees and dates Strategis Ssales Leadership Programme fees include tuition, course materials and accommodation. See www.cranfield.ac.uk/som/sslp for the latest dates and fees.

To book contact: Cranfield Executive Development team Tel: +44 (0)1234 754500 Email: execdev@cranfield.ac.uk For more information visit: www.cranfield.ac.uk/som/sslp

www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk

Learning and courses for the decade ahead.

Our business development team are waiting to talk to you. T: +44 (0)1234 754500 E: execdev@cranfield.ac.uk www.cranfield.ac.uk/som/sslp

The solution described in this document is provide by Cranfield Management Development Ltd, a wholly owned subsidiary of Cranfield University. Every effort is made to ensure that the information in this leaflet is correct at the time it is printed. Please check www.cranfield.ac.uk/som/executive for the latest details.

Terms and conditions can be found at www.cranfield.ac.uk/som/executivetc

Version 1. June 2026.

www.cranfield.ac.uk/som/sslp

+44(0)1234 754500

execdev@cranfield.ac.uk