Leading the Effective Sales Force 2011/2012
When people and resources are both scarce and expensive, every investment in your sales force must count
For any organisation, the sales force is a major growth engine and a critical source of market feedback. It is also a substantial investment and one that can rapidly grow out of control.
Stimulating the sales force while simultaneously controlling costs is a necessary but elusive balance.
This five-day Leading the Effective Sales
Force programme is designed to help you optimise the performance of your sales force and learn how to cut costs while raising sales. Discover how, by analysing your sales calls, realigning territories, shifting product or market emphases, reallocating salesperson time or adjusting sales force size, you can generate maximum growth from your sales force. At the same time, discover how to motivate sales people and third-party distribution channels through compensation systems and organisational structures.
This is a joint INSEAD-Wharton marketing programme. It takes place in Europe
(Fontainebleau), Asia (Singapore) and in the
United States (Philadelphia).
In each of these locations, the programme introduces tools, concepts, methods, and paradigms derived from faculty research that can be adapted to the needs of individual companies. Through case studies, group discussions, problem-solving exercises, computer-aided workshops and interactive case presentations, you will explore various perspectives on what does and does not work
– and why. As part of the programme, you will also receive software developed by programme director, Professor Leonard Lodish, to help analyse sales force deployment decisions.
Guided evening workshops provide hands-on experience in tailoring this decision support software to your own sales force challenges.
Key benefits
— Making the sales force a key source of sustainable competitive advantage for the organisation
— Comprehensive approaches to motivate and compensate the sales force
— Managing a dynamic sales force in the face of increasing product, consumer and market complexity
Faculty
Programme Directors
V. (Paddy) Padmanabhan
Professor of Marketing, INSEAD
The John H. Loudon Chaired Professor of
International Management
Programme Director Fontainebleau and
Singapore sessions
Leonard Lodish
Professor of Marketing, Wharton
Samuel R. Harrell Professor
Vice Dean, Programme for Social Impact
Leader and Co-founder, Global Consulting
Practicum
Programme Director Philadelphia sessions
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Leading the Effective Sales Force 2011/2012
Programme content
The content of the programme is influenced by original research in sales and marketing carried out at INSEAD and Wharton.
Management and strategy of key account sales efforts
— Why do key account initiatives get into trouble?
— When does a key account strategy make sense?
— How to successfully design, execute and manage a key account initiative?
Compensation strategies
— The power and perils of compensation as a management tool
— Fundamental building blocks for design of sales force compensation
— The relationship between sales force compensation and sales force management
Deployment and allocation of sales force resources
— The generic problems in deployment and allocation of sales force resources
— Identifying the relationship between resources and returns and then optimising
— Interactive exercise in customising the deployment and allocation software to your business contexts
Sales force effectiveness
— The drivers of superior performance of the sales force
— How to identify the right hire?
— What makes one salesperson more efficient than the other?
— How to influence salesperson effectiveness?
Realising judgmental biases and making better business decisions
— The unconscious heuristics and biases that impact managerial judgement and decision-making
— Remedies for correction of biases in decision-making
— How to improve decision-making – when is a group better than the manager?
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Sales force control systems
— Spectrum of sales force control systems
— How do you know if your control system is off-balance?
— Finding the right sales force control system for you
Tackling emerging markets
— The sales force challenges in emerging economies
— The organisational and managerial challenges for leading sales forces in emerging economies
— Best practice
Strategy and the sales force executive
— Towards innovative business strategies
Each morning begins with a debrief of the previous day’s learnings, where participants review, reflect on and share their key takeaways and insights. The focus is on identifying the one or two learning points which participants would like to implement on returning to their work environment. The collective experience of the class enriches this discussion by highlighting the challenges involved in execution and the returns from successful implementation.
Participant profile
The programme will particularly benefit managers who are responsible for business development and planning in either local or international markets. Participants typically spend over 50% of their time managing sales force issues and have held the following positions: General manager, Head of strategy,
Marketing director, Business development manager, Regional director, Human resources director, Commercial director.
Because the sales function tends to be an isolated one, we encourage companies to send multiple participants from different functions to the same session. The Leading the Effective
Sales Force programme is a way to build crossfunctional ties and facilitate understanding which will lead to better sales results.

Leading the Effective Sales Force 2011/2012
Some of our past participants have included
Senior Area Sales Manager
Estée Lauder
Australia
Regional Sales Manager
Riche Monde
Malaysia
Account Manager
Ericsson
France
Director Oncology
Roche
The Netherlands
President
Telemikro
Brazil
Country Manager
Interbrands
Jordan
Regional Sales Director
Crane Co.
China
Sales Manager
Al-Mansour Automotive
Egypt
Senior Vice President / Head of Sales DHL
Freight
DHL
Germany
Director of Sales
Animex
Poland
Marketing Director
Mountain Dragon International
Hong Kong
Global Forecasting Manager
Novo Nordisk
Denmark
Sales Manager
Derayah Financial
Saudi Arabia
Vice President Sales
Airbus Military
Spain
Director Next Generation Products
Philip Morris
Switzerland
Sales Director
Siemens
Thailand
CEO
Wulff Group
Finland
International Sales Manager
Tilda
The United Kingdom
President / CEO
Dräger Safety
The United States
National Sales Manager
Dutch Lady
Vietnam
“It helped me to realise that there is so much science behind sales. I learned how to use tools and systems in order to better understand, motivate, deploy and compensate my sales force.”
Regional Director – Sales Key Accounts
Franke Foodservice Systems
Philippines
“Very often companies take decisions about the sales force which are not motivated or rational; this course will give you the insight to become an actor of change.”
Head of Regional Marketing Asia & Latin
America
Bracco Suisse
Switzerland
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Leading the Effective Sales Force 2011/2012 04
Africa
Asia
Benelux
Eastern Europe
Middle East
Northern America
Northern Europe
Oceania Pacific
Southern America
Southern Europe
Western Europe
2%
25%
8%
3%
6%
4%
14%
2%
2%
11%
23%
Consumer goods
Electrical &
Engineering
Finance & Banking
Heavy industry
Natural resources
Pharmaceuticals
& Chemicals
Services
Telecommunications
Transport
Other
12%
15%
6%
8%
8%
11%
20%
9%
4%
7%
Administration &
Human Resources
Business Dev. &
Corporate Plan.
2%
3%
Finance 3%
General Management 13%
Manufacturing &
Operations
Sales & Marketing
Other
3%
70%
6%

Leading the Effective Sales Force 2011/2012
As one of the largest of the world’s leading business schools – and certainly the most international – INSEAD is well placed to make an impact on your business. INSEAD is unique in having a three-campus structure – in Europe,
Asia and Abu Dhabi. The campuses are equally diverse and all have world-class faculty in residence. Executive programmes run at one, two or even across all three of our main locations. Our Customised Programmes can also be held anywhere in the world.
Europe Campus
Fontainebleau, the home of INSEAD’s Europe
Campus, is spread across 8 hectares. Nestled in the vast forest of Fontainebleau, the modern architecture of the campus blends harmoniously with the green and leafy surroundings. Facilities are of the highest standard and include
28 lecture theatres, 2 restaurants, a bar, a bookshop, extensive library resources and a fully equipped gym.
Asia Campus
The Asia Campus is situated in the greenery of the Buona Vista area, the country’s ‘knowledge hub’, and is just 25 minutes from the airport and 10 minutes from the financial district.
It occupies a 2.8-hectare site and has 7 amphitheatres with a total capacity of 500 and an 85-room residence.
Abu Dhabi Campus
Abu Dhabi is the home of INSEAD’s third campus, which is just 25 minutes from the airport and 10 minutes from the ‘Corniche’. This new, 12-storey, 6,000 square-metre building, purposely designed for Executive Education, presents a whole new world of possibilities for management education in the Middle East.
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Europe Campus

Leading the Effective Sales Force 2011/2012
Asia Campus
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Abu Dhabi Campus

Leading the Effective Sales Force 2011/2012
Calendar 2011/2012
Programme
Leading the
Effective
Sales Force
Date
30 January–
3 February 2012
11–15 June 2012
22–26 October 2012
Location Length Fee*
Philadelphia
Fontainebleau
Singapore
Level
5 days US$ 9,250
€7,800
€7,800
New General Manager
Senior Functional Manager
Functional Manager
Application procedure
Places on the programmes are confirmed on a first-come, first-served basis, taking into consideration the applicant’s level, objectives and the diversity of the classes.
We recommend that you submit your completed application form as early as possible, preferably 6 weeks prior to programme commencement. The Admissions Committee will review your application and advise you on the outcome as soon as possible. Please do not hesitate to contact us if you have any questions about which programme may best suit your objectives or for any additional information.
Note: all our Open-enrolment Programmes are taught in
English and participants should be able to exchange complex views, listen and learn through the medium of English.
Tuition fees*
The programme fee covers tuition, course materials and lunches on working days as well as the closing dinners. It does not include travel, accommodation and other incidentals.
Participants will have to settle accommodation expenses and other incidentals before the end of the programme.
*Fee subject to change. For programmes delivered in France,
VAT (19.6%) to be added for companies based in France, or for
European companies where no VAT number is supplied. For programmes delivered in Singapore, GST (7%) to be added for
Singapore-registered companies.
Contact us
For further information on Leading the
Effective Sales Force, contact:
INSEAD Europe Campus
Murielle Picard
Tel: +33 (0)1 60 72 45 27
Fax: +33 (0)1 60 74 55 13
E-mail: LESF_Contact@insead.edu
INSEAD Asia Campus
Mitz Ceriales
Tel: +65 6799 5275
Fax: +65 6799 5299
E-mail: LESF_Contact@insead.edu
Visit our website: http://executive.education.
insead.edu/leading_sales/
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INSEAD Europe Campus
Boulevard de Constance
77305 Fontainebleau Cedex, France
Tel: +33 (0)1 60 72 42 90
Fax: +33 (0)1 60 74 55 13
Email: execed.europe@insead.edu
INSEAD Asia Campus
1 Ayer Rajah Avenue
Singapore 138676
Tel: +65 6799 5288
Fax: +65 6799 5299
Email: execed.asia@insead.edu
INSEAD Abu Dhabi Campus
Muroor Road Street N°4, P.O Box 48049
Abu Dhabi, United Arab Emirates
Tel: +971 2 651 52 00
Fax: +971 2 443 94 61
Email: execed.mena@insead.edu
http://executive.education.insead.edu