- Start Date
- Duration
- Format
- Language
- 14 Apr 2025
- 4,5 days
- Class
- Italian
Gestire in modo integrato e coerente una rete di vendita potenziando la capacità di prendere decisioni efficaci e sviluppando una visione strategica del sales management.
Sales Management as a strategic asset and driver of innovation
The results of a study by the Commercial Excellence Lab in collaboration with Manageritalia were presented
In 2023, research conducted by the Commercial Excellence Lab at SDA Bocconi School of Management highlighted the evolving role of sales managers from simple last-mile operators to true business managers. Today, a new study by the same lab, conducted on 503 C-level executives, reveals that top management perceives the sales function as a strategic asset.
The study, carried out in collaboration with Manageritalia, was presented on Tuesday, March 18, by its authors, Paolo Guenzi and Paola Caiozzo.
“It’s no longer just about closing deals, but about orchestrating the entire relationship with the market in synergy with other functions to drive sustainable growth and competitive advantage,” said Professor Guenzi.
“The findings highlight an urgent need - recognized by those in senior corporate roles - to acknowledge and empower their sales teams in this expanded role by involving them in strategic decision-making,” explained professor Caiozzo.
The commercial function is widely recognized as a driver of innovation (by 44.7% of respondents) and as a key player in accelerating and ensuring the success of omnichannel strategies (39.4%). Sales leaders, in particular, perceive their contribution to innovation and the evolution of business models more strongly than CEOs and managers from other functions.
During the roundtable following the presentation, industry leaders confirmed the study’s findings through their experiences.
Alessandro Savino, Head of Region Southern Europe and General Manager of Hilti Italia, described sales as a strategic asset for his company, while Paolo Cervini, CEO Global GEWISS, envisioned an "orchestrator" role for the sales function.
Marco Ballarè, President of Manageritalia, concluded by highlighting the next challenge: transforming a widely shared strategy into operational alignment.
SDA Bocconi School of Management
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