CBIM (the Center for Business and Industrial Marketing at Georgia State) in cooperation with ISBM has developed a comprehensive approach to transforming the sales force to be able to implement marketing strategies and adapt to the market changes. The approach follows the value creation and delivery perspective of the ISBM program and incorporates a sales force assessment similar to the marketing staff assessments ISBM has pioneered. The ISBM member companies utilizing this approach  have shown dramatic improvement in their sales forces' ability to implement commercial strategies.

This webinar will describe the process and tools for accomplishing the needed transformation, and illustrate examples from ISBM member cases. Truly transforming the sales force requires alignment of the sales process with marketing strategy, the definition of the sales tasks and behaviors, the development of sales capabilities, and the leadership of sales management.