Program Overview

Strategic Sales Management - Online

The Strategic 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.

Course Overview

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.

Who is this for?

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.

Course Structure

The course is offered in two options: a two-module option and a three-module option.

Two-module option

• Duration: Approximately 10-12 hours, plus reflection activities
• Cost: £298
• Individual learner: Yes
• Organisational cohorts: Yes

Three-module option

• Duration: Approximately 20-24 hours, plus reflection activities
• Cost: £950
• Individual learner: No
• Organisational cohorts: Yes (minimum cohort size 10)

Programme Impacts

Programme impacts – Bronze and Silver

• 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.

Programme impacts – Gold

All of the programme impacts for Bronze and Silver, plus:

• 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.

Digital Badges

On completion of each module, you will be issued with a digital badge that can be displayed on your professional profiles, serving as compelling evidence of your expertise and commitment to staying at the forefront of business and management knowledge.

Programme Director

Andy Hough, Lecturer- Sales Leadership & Performance.