Strategy, Metrics, and Commercial Leadership


In an increasingly competitive, global, and digital market, the commercial function is no longer just a cost or relationship center: today it is recognized as a strategic driver of growth and value creation.

Sales teams face new challenges: longer decision cycles, more informed customers, multiple contact channels, pressure on margins, and a growing demand for service quality and customer experience.

Modern commercial leadership requires much more than sales techniques; it requires strategic vision, mastery of performance metrics, integrated brand management, and the ability to mobilize teams for sustainable results.

 

Who is it aimed for?

This program is ideal for:

  • Sales directors and managers;
  • Marketing and strategy executives with commercial responsibilities;
  • Entrepreneurs and SME managers who want to professionalize the sales function;
  • Professionals transitioning to Sales Leadership positions. 

Key Benefits

  • Develop management and strategic leadership skills for sales teams;
  • Empower executives to analyze, measure, and optimize commercial performance;
  • Integrate the brand and value proposition into the sales strategy;
  • Structure commercial planning and control processes based on metrics;
  • Prepare leaders to make decisions based on data and performance indicators.

Explore the Program Structure

Discover the key learning modules and unlock your full potential.
keyboard_arrow_up Sales and Value Creation (3,5h)
1) Creating value for the customer.
2) Influence of the sales function on business strategy.
3) The brand as a commercial asset: consistency between value proposition and action.
4) Alignment between marketing, sales, and customer experience. 
keyboard_arrow_up ​Leadership and Sales Team Management (7h)
1) Sales team structuring models.
2) Leadership styles applied to sales teams.
3) Motivation, engagement, and talent retention. 
4) Setting goals, incentives, and governance.
5) Culture of accountability and performance.
 
keyboard_arrow_up Relationship Management and Negotiation (7h)
1) Interpersonal communication.
2) Persuasion techniques.
3) Conflict management.
4) Negotiation tools.
5) Communication via new communication technologies.
keyboard_arrow_up Service Quality and Customer Experience (3,5h)
1) Service quality as an extension of the value proposition.
2) Integration between sales and customer service.
3) The customer experience as a factor in loyalty. 
4) Correlation between Service Quality and Loyalty
keyboard_arrow_up Brand Strategy, Communication, and Value in Sales (3,5h)
1) Differentiation through brand and value proposition.
2) Building commercial narratives aligned with positioning.
3) Impact of brand on loyalty and strategic account management. 
keyboard_arrow_up ​Metrics and Commercial Performance (10,5h)
1) Productivity indicators (activities, visits, leads).
2) Effectiveness indicators (conversion rate, cycle time, acquisition cost).
3) Commercial profitability (margin, lifetime value, churn). 
4) Commercial cycle and sales funnel (pipeline).
5) Account management models (Key Account Management).
6) Dashboards and commercial Balanced Scorecard. 

Program Directors:

 

Want to know more?

Contact the program manager:

Patrícia Rodrigues

E-mail: prodrigues@ucp.pt
Phone: (+351) 217 214 220

Book a call