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: it is now recognized as a strategic driver of growth and value creation.

Sales teams face new challenges: longer decision cycles, more informed clients, multiple touchpoints, and increasing pressure on margins and service quality.

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

Who Should Attend This Program:

• Sales directors and managers.

• Marketing and strategy executives with commercial responsibilities.

• Entrepreneurs and SME managers seeking to professionalize the commercial function.

• Professionals transitioning into Sales Leadership roles.

What Makes This Program Transformational:

• Develop strategic sales leadership capabilities.

• Make data-driven decisions based on performance metrics.

• Integrate brand and value proposition into commercial strategy.

• Structure sales processes based on measurable performance indicators.

• Improve sales team performance and efficiency.

• Foster decision-making supported by data and performance insights.

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 Director:

Pedro Celeste
Pedro Celeste is an Executive Education Lecturer at Católica-Lisbon SBE | Executive Education and a specialist in leadership, organizational transformation, and innovation. Throughout his career, he has worked with executives and organizations across different sectors, supporting strategic transformation initiatives, team development, and innovation-driven growth. His teaching combines academic rigor with practical experience, focusing on helping leaders navigate complex and fast-changing business environments.

Want to know more?

Contact the program manager:

Patrícia Rodrigues

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

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