- Cultivate students' capacity for strategic thinking, allowing them to analyze a specific target/role, evaluate their professional/business context, to get an accurate picture of the situation.
- Promote the level of students in carrying out strategic analyzes in common roles of the technological industry.
- Connect knowledge gained from other courses, illustrating the interconnection of data/AI applications with new knowledge of business strategy and execution
- Develop students' BI skills through data analysis exercises with Excel, Tableau & Power BI
- Refine students' communication skills to effectively convey the results of qualitative and numerical analysis
1. Introduction to technology sales
2. Introduction to common roles (Tech CEO, CDAO, CIO) & role-aligned use cases
3. Commercial strategy
4. Commercial tools (artificial intelligence, D&A)
5. Introduction to commercial execution
6. Steps of the sales and execution cycle
7. Technological innovation in sales
8. Artificial intelligence in commercial strategy and execution
9. Commercial leadership and the role of data analysis
10. Sales performance data analysis (Excel, tableau)
11. Power BI in commercial analysis
11. Best practices and myths in consultative selling
12. Ecosystem of vendors & technology advisors
In addition to the cases and presentation slides covered during class sessions, the instructor will intermittently provide students with additional readings. Additional readings or additional assignments will be distributed during class meetings, and students may also be assigned to search for specific readings in library databases.
The course is designed to encourage both individual and group learning through various methods:
1. Presentation & Active Discussion of Case Studies:
- Participation in dynamic discussions through the use of active case studies, a method widely used in business schools to enrich managerial training.
- The selected cases are closely aligned with the key issues of the course
- Students are expected not only to pay attention, but also to actively participate in class discussions.
- Beyond the preparation, the students must contribute with interventions in the group sessions.
2. Exchange of Ideas and Development of Critical Thinking:
- The main objective is to present and discuss collectively the conceptual frameworks and fundamental tools of the course.
- The discussion process will be facilitated, highlighting key concepts and lessons.
- However, each student is individually responsible for formulating their own synthesis, based on conceptual readings, class attendance, active participation and class discussions.
- The course content is structured sequentially, with each session serving as a basis for the next. Therefore, thorough preparation and class attendance are crucial for a comprehensive understanding.
3. Excel, Salesforce & Power BI
- The course incorporates a practical dimension with practical exercises using Excel, Salesforce & Power BI
- Examples and exercises are provided to enable students to apply theoretical concepts in a real context.
- This practice aims to improve understanding and dexterity in the use of fundamental tools in the working world of
- Students are encouraged to actively participate in these practical sessions to reinforce their learning and practical skills.
4. Role plays
- Role play participation in the execution phase of the commercial plan
- Students are encouraged to exchange roles (target/commercial) and give each other additional feedback to the teacher
- Practice already used in reference American business schools & in the world of work in the field of consultative technological sales
Your final grade consists of three parts:
1. Class participation: 40%.
2. 2 group projects: 15% each, totaling 30%.
3. Final exam: 30%.
Due dates for individual and group assignments will be marked, and failure to meet them will result in a percentage deduction from the grade. This course requires students to hand in a hard copy of their work during the designated session. Assignments will assess course outcomes, including analytical skills, understanding of theory and management functions, as well as their application to practical cases. Appropriate linguistic style (academic) and format will also be considered.
Group Projects:
Students are expected to work on two group projects. For the projects, students should select a multinational company of their choice (technology vendor or technology consultant). Additionally, a company and a role to which they will execute/sell their strategy & business plan.
Dixon and Adamson: The Challenger Sale: How To Take Control of the Customer Conversation, Feb 2015
Zoltners, Andris A: The Power of Sales Analytics, May 2018