Cracking the Sales Code


No business survives without sales. This course explains the different activities a company must perform to excel in sales. We will start by understanding what is the basic requirement for winning a sale and then move to sales channels, sales cycles, client segmentation, marketing, sales persuasion, negotiation, loyalty programs, channel management, sales force management, sales management and business intelligence. As by-product, you will understand how to make your own personal brand thrive. 


General characterization





Responsible teacher

Filipe Simões De Almeida


Weekly - Available soon

Total - Available soon

Teaching language





Artificial Intelligence for Marketing, Jim Sterne, Wiley, 2017.

Beyond the Sales Process, Steve Andersen, Dave Stein, Amacom, 2016.

Channel Playbook, Evrim U. Uysal, 2017. Cracking the Sales Management Code, Jason Jordan, Michelle Vazzana, McGraw-Hill, 2012.

Data Mining Techniques in CRM, Konstantinos Tsiptsis, Antonios Chorianopoulos, Wiley, 2009.

Digital Marketing Strategy, Simon Kingsnorth, Kogan Page, 2019.

Formulating strategy, Cliff Bowman, Adapted from The Oxford Handbook of Strategy, Volume 1, Oxford University Press, 2003.

Holistic Email Marketing, Kath Pay, Rethink, 2020.

HubSpot and Motion AI: Chatbot-Enabled CRM, Jill Avery, Thomas Steenburgh, Harvard case Reference no. 518067, 2019.

Influence, New and Expanded: The Psychology of Persuasion, Robert Cialdini, Harper Collins, 2021.

Integrated Sales Process Management, Michael W. Lodato, Author House, 2006.

Managing the Sales Process, David Masover, 2012.

Marketing Data Science, Thomas W. Miller, Pearson Education, 2015.

Marketing for Dummies, Jeanette McMurtry, Wiley, 2017.

Marketing Made Simple, Donald Miller, J. J. Peterson, Harper Collins, 2020.

Marketing Rebellion, Mark W. Schaefer, 2019.

Marketing Segmentation Analysis, Sara Dolnicar, Bettina Grün, Friedrich Leisch, Springer, 2018.

Methodological reasons for the theory/practice divide in market segmentation, Sara Dolnicar, K. Lazarevski, Journal of Marketing Management, 2009.

Roush Performance: How to Design a Sales Force Compensation Plan, Doug J. Chung, Harvard case Reference no. 519066, 2020.

Sales Management for Dummies, Butch Bellah, Wiley, 2015.

Teaching method

This course will use different teaching and learning methods: lectures, class discussions, case studies, group assignments, group work, oral presentations. Students are encouraged to participate in class discussions because, although it is not part of the assessment, it is an integral part of the learning process. 

Evaluation method

Group work 50%

Individual exam 50%

Passing in this course requires a minimum grade of 10. 

Subject matter

Basic requirement to win a sale - Sales channels B2C, B2B, B2B2C, B2B2B - Client segmentation  - Marketing pyramid - Marketing personas

Client journeys - Marketing campaign planning - Digital marketing - Prospecting - Sales persuasion - Digital sales - Sales proposals - Negotiation 

Loyalty programs - Channel management - Territory planning - Channel conflict - Omnichannel - Sales force management  - Sales incentives 

Sales management  - Sales funnel - SMART sales metrics Performance measurement - Business intelligence 


Programs where the course is taught: