Sales Strategy and Business Growth Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Sales Managers, Business Development Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-S-063

Before you join: Participants should have practical experience in sales, business development, account management, sales operations, commercial planning or marketing support.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Sales growth targets often fail because market ambition, account priorities, sales coverage, pipeline management and frontline execution are not connected. Leaders may set revenue goals without testing addressable demand, capacity, conversion rates or customer buying conditions. Sales teams then pursue poorly qualified opportunities, rely on uneven account plans, and forecast from optimism rather than evidence. This course addresses the practical work of turning organisational growth objectives into focused sales choices, operating rhythms and measurable commercial actions.

Participants examine how to size markets, select priority segments, define ideal customer profiles, build differentiated value propositions and choose routes to market. They learn to translate strategic direction into territory design, account plans, qualification standards, pipeline coverage requirements and forecast disciplines. The course also covers sales scorecards, quota logic, compensation measures, cross-functional accountability and management cadence. Participants develop the ability to identify where growth will come from, decide which opportunities merit investment, and establish the measures needed to manage progress.

Teaching combines short instructor briefings with sector-based cases, group analysis, account-planning work, pipeline simulations and structured application planning. Cases reflect common commercial situations in business services, financial services, technology, manufacturing, public sector supply and international sales. Participants leave with a practical sales growth strategy pack containing market priorities, a target-account model, pipeline and forecast measures, and a 90-day implementation plan. The course is suited to professionals who already work with sales teams, commercial targets or customer portfolios and need a more disciplined approach to growth planning.

What you will be able to do

  • Align sales objectives with organisational growth priorities, market choices and commercial constraints
  • Analyse market attractiveness using TAM, SAM, SOM, PESTLE and competitive evidence
  • Define target segments and ideal customer profiles using value potential and buying criteria
  • Build quantified value propositions and executive messages for priority customer groups
  • Design sales coverage, territory and channel models matched to growth objectives
  • Apply MEDDICC, mutual action plans and stage criteria to improve opportunity quality
  • Forecast revenue using pipeline coverage, conversion rates, CRM evidence and forecast categories
  • Produce a 90-day sales growth plan with owners, milestones, measures and review routines

Benefits of attending

For you

  • Build credible sales growth plans from market evidence rather than target assumptions
  • Improve confidence when challenging weak opportunities and unsupported forecasts
  • Create stronger executive conversations using quantified customer value cases
  • Manage strategic accounts through stakeholder maps, whitespace analysis and mutual action plans
  • Use sales scorecards and operating cadences to lead performance discussions

For your organisation

  • Improves alignment between corporate growth goals and frontline sales activity
  • Focuses selling effort on priority segments, accounts and profitable opportunities
  • Raises forecast reliability through evidence-based stage criteria and pipeline reviews
  • Reduces wasted coverage capacity caused by poor territory, channel and account allocation
  • Creates consistent commercial language across sales, marketing, finance and customer service

Course modules

10 modules over 5 days

Participants can translate organisational growth ambitions into focused sales strategy choices and measurable objectives.

  • Revenue growth ambition translated into addressable market and sales objectives
  • Corporate strategy choices linked to sales coverage, offers, and priorities
  • Growth gap analysis separating volume, price, retention, and mix drivers
  • Ansoff Matrix used to compare market penetration and expansion options
  • Sales strategy assumptions tested against capacity, capability, and cash constraints
  • Strategic choices documented through objectives, scope, trade-offs, and measures

Participants can assess market attractiveness and competitive conditions to identify credible growth opportunities.

  • Total addressable, serviceable, and obtainable market estimates built from evidence
  • Porter's Five Forces assesses profit pools and buyer power
  • PESTLE signals translated into sales risks, opportunities, and timing assumptions
  • Competitor battlecards compare offers, proof points, pricing, and vulnerabilities
  • Win-loss interviews identify buying criteria, objections, and displacement patterns
  • Market hypotheses prioritised using impact, confidence, and evidence gaps

Participants can select priority customer segments and map the stakeholders involved in buying decisions.

  • Segmentation variables combine firmographics, needs, value potential, and buying behaviour
  • Ideal customer profile criteria distinguish high-fit accounts from poor prospects
  • Buying-centre maps identify economic buyers, users, influencers, and gatekeepers
  • STP choices connect target segments with differentiated value propositions
  • Jobs to Be Done exposes desired outcomes and switching triggers
  • Account prioritisation matrix ranks fit, intent, spend, and strategic value

Participants can create evidence-based value propositions for customer and executive audiences.

  • Value Proposition Canvas links customer pains, gains, and offer evidence
  • Quantified value hypotheses calculate cost reduction, risk avoidance, and revenue upside
  • Message house structure aligns core claim, pillars, proof, and objections
  • Industry-specific proof points convert features into credible business outcomes
  • Commercial insight reframes customer problems before solution discussion begins
  • Executive messaging adapts value cases for finance, operations, and procurement

Participants can design sales coverage and channel choices that support priority growth opportunities.

  • Route-to-market design compares direct, partner, digital, and hybrid coverage
  • Territory design balances account potential, travel time, workload, and continuity
  • Account assignment rules prevent channel conflict and duplicate pursuit
  • Sales capacity model converts activity assumptions into headcount requirements
  • Coverage ratios match seller roles to account tiers and opportunity complexity
  • Partner scorecards assess reach, competence, commitment, and deal registration discipline

Participants can establish a sales process with clear qualification, progression and ownership standards.

  • Customer journey mapping connects buying stages, touchpoints, friction, and ownership
  • Stage definitions establish observable exit criteria and forecastable opportunity progression
  • MEDDICC qualification tests metrics, economic buyer, decision process, and competition
  • Mutual action plans coordinate customer commitments, milestones, and stakeholders
  • Opportunity reviews separate evidence, assumptions, risks, and next actions
  • Sales playbooks standardise discovery, proposals, negotiation, and handover motions

Participants can create structured account growth plans for priority customers and complex opportunities.

  • Account plans map whitespace, stakeholder influence, incumbent position, and growth objectives
  • Relationship mapping reveals supporters, blockers, decision paths, and access gaps
  • White-space analysis identifies cross-sell, upsell, renewal, and retention opportunities
  • Strategic account objectives link customer outcomes to revenue and margin
  • Contact plans schedule executive sponsorship, reviews, and value realisation discussions
  • Account governance defines escalation routes, responsibilities, and quarterly review cadence

Participants can manage pipeline quality and produce forecasts supported by commercial evidence.

  • Pipeline coverage ratios link quota, conversion rates, cycle length, and capacity
  • Weighted pipeline forecasts distinguish stage probability from evidence-based confidence
  • Forecast categories define commit, best case, pipeline, and closed outcomes
  • CRM data standards specify mandatory fields, activity records, and close-date discipline
  • Funnel diagnostics locate leakage between lead, opportunity, proposal, and win
  • Rolling forecast reviews reconcile seller judgement with historical conversion data

Participants can design performance measures and governance routines that reinforce sales strategy execution.

  • Sales scorecard balances revenue, margin, retention, activity, and leading indicators
  • Quota design applies market potential, territory opportunity, and ramp assumptions
  • Compensation plans align measures, thresholds, accelerators, and quality safeguards
  • Conversion metrics reveal coaching priorities by stage, segment, and seller
  • Win rate analysis separates pricing, qualification, competition, and execution causes
  • RACI matrices clarify sales, marketing, service, finance, and partner accountabilities

Participants can convert sales strategy decisions into a sequenced implementation plan and review cadence.

  • 90-day sales growth plan sequences priorities, owners, milestones, and measures
  • Initiative charters define problem statements, hypotheses, dependencies, and resource needs
  • Change adoption plan addresses manager routines, communication, and seller reinforcement
  • Weekly operating cadence combines pipeline inspection, deal coaching, and decisions
  • Leading indicators trigger corrective action before quarterly revenue shortfalls emerge
  • Strategy review agenda tests assumptions and reallocates effort against evidence

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. Sales growth strategy template
  2. Ideal customer profile and account prioritisation matrix
  3. Quantified value proposition and message house
  4. Strategic account plan template
  5. Pipeline coverage and forecast review dashboard
  6. 90-day sales growth implementation plan

Who should attend

  • Sales Managers — need to convert revenue targets into focused team priorities and routines
  • Business Development Managers — need stronger market choices, qualification and account pursuit plans
  • Commercial Directors — need to connect growth strategy with coverage, capacity and performance measures
  • Key Account Managers — need structured methods for expanding strategic customer relationships
  • Sales Operations Managers — need consistent pipeline, forecast and CRM management standards
  • Marketing Managers — need to align segmentation, messaging and demand activity with sales priorities

Skills and tools covered

Sales strategy alignmentMarket segmentationValue proposition designPipeline forecastingStrategic account planningSales performance management

Tools and standards

Porter's Five Forces, STP framework, MEDDICC, RACI matrix

How the course runs

Training methodology

The course uses short instructor briefings to introduce sales strategy methods, followed by facilitated case analysis, group exercises, simulations and application planning. Participants assess market evidence, prioritise accounts, build value cases, qualify opportunities and review forecasts using realistic commercial scenarios. Structured peer discussion compares different routes to market, sales processes and management practices. Trainers use participants' sectors and sales contexts where appropriate, while avoiding disclosure of confidential customer information. The final sessions convert learning into individual 90-day implementation plans.

Requirements and prerequisites

Participants should have practical experience in sales, business development, account management, sales operations, commercial planning or marketing support. They should understand basic sales terms such as quota, pipeline, conversion rate, customer segment and forecast. Familiarity with their organisation's CRM reports, sales process and commercial targets will help participants apply the methods quickly. No formal sales qualification, financial modelling expertise, advanced statistics or prior knowledge of named sales frameworks is required. Participants do not need to bring confidential customer data.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

Participants should have some practical exposure to sales, account management, commercial planning, marketing or sales operations. The course builds on basic familiarity with targets, customer segments and sales pipelines, but does not require a formal sales qualification.

Participants should bring examples of their sales targets, sales process, account categories or CRM reports if these can be shared appropriately. Confidential customer names, prices and contract details are not needed.

The course is designed for sales managers, business development managers, commercial leaders, key account managers, sales operations professionals and marketing managers. It is most useful for professionals responsible for revenue growth, customer portfolios or sales planning.

Sales skills courses focus mainly on individual conversations, discovery, presentation and objection handling. This course concentrates on the management system behind growth: market choices, coverage, account priorities, pipeline, forecasting and performance governance.

Participants leave with reusable templates and a 90-day plan linked to a real sales challenge. They can apply the methods to territory reviews, account planning meetings, pipeline inspections, forecast calls and commercial planning cycles.

The five days contain approximately 32.5 contact hours, typically delivered from 08:30 to 16:30 each day. Time is distributed across ten modules covering strategy, market choices, value propositions, coverage, process, accounts, forecasting, governance and implementation.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

More courses in Sales

Sales Sales Playbook Development Training Course 10 days · from USD 2,200 · next 16 Nov Sales Sales Process Management Training Course 5 days · from USD 1,100 · next 16 Nov Sales Sales Programme Management Training Course 10 days · from USD 2,200 · next 16 Nov Sales Sales Storytelling and Presentation Skills Training Course 5 days · from USD 1,100 · next 16 Nov Sales Sales Strategy Training Course 10 days · from USD 2,200 · next 16 Nov Sales Sales Team Management Training Course 5 days · from USD 1,100 · next 16 Nov Sales Sales Technology and Digital Selling Training Course 5 days · from USD 1,100 · next 16 Nov Sales Sales Territory and Quota Management Training Course 10 days · from USD 2,200 · next 16 Nov