Sales Director — a course for the Head of Sales

Course overview

Description generated based on course syllabus and open data.

Who it fits and who it does not fit for the Sales Director role

Suitable for (Head of Sales, Commercial Director)

• Sales leaders building or revising team structure.
• Business owners delegating the Head of Sales function and needing control metrics.
• Commercial Directors who require unified KPIs, funnels, and planning.
• Senior sales managers transitioning into a Sales Director position.

Not suitable for

• Those seeking only basic call techniques without managerial context.
• Roles outside sales where CRM and analytics are not used.
• Anyone expecting universal plug-and-play solutions without process adaptation.

Problem → target outcome for the Sales Director

• Ad-hoc planning → aligned channel, segment, and cycle-based plans.
• Vague KPIs → transparent metrics at individual and team levels.
• No scripts → structured scenarios with control questions.
• Fragmented CRM → tracked deal stages, loss reasons, and SLAs.
• Unclear motivation → combined model of goals, roles, and feedback.
• Lack of analytics → regular reports on conversions, LTV, CAC, and forecasts.

Alternatives compared for the Head of Sales

• Self-learning: flexible, but higher risk of gaps in KPIs and planning.
• Internal trainings: product-relevant, yet limited exposure to external practices.
• External consultants: deep audits, but vendor dependency and variable quality.
• Standardized Sales Director course: structured materials covering strategy, processes, and analytics.

Competencies and materials oriented after completing the Sales Director course

• Metrics orientation: plan building, KPIs/OKRs, funnel control by source.
• Team management: role mapping, onboarding, regular feedback.
• Operational tools: templates for scripts, proposals, and quality checklists.
• CRM and analytics: basic dashboards, loss reasons, historical-data forecasting.
• Processes: communication policies, SLAs, deal cycle mapping and role hand-offs.
• Documentation: hiring policies, competency matrix, sales risk register.