February 16 - 20, 2026
Enhancing
Sales Force Performance
February 16 - 20, 2026
Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing
customer expectations, fragmented communication channels, and proliferating distribution channels. Sales
management in such competitive markets has become a challenge and a key activity for organisations for
developing competitive advantage.
In this dynamic environment, the profile of the sales force has undergone a sea change. The two main recent
changes impacting the process are adoption of technology and realignment of distribution function. This has
resulted in shifting the focus on selling to the end customer and the retailer as against the distributors or the
wholesalers. The art of sales is moving from product sales to problem solution selling. Ensuring a high level of
performance of the sales force would require development of new capabilities besides reassessing the
capacities of the current workforce. Organisations are also facing challenges in attracting, developing,
motivating and retaining performers, and building teams. In addition, job responsibilities, performance
assessment, and incentive compensation needs to be relooked.
Objectives
Who Should Attend
This programme will discuss relevant analytical sales
management frameworks and examine their Ÿ Senior and middle level sales managers from FMCG,
applicability for practical solutions. Managers will be consumer durables, industrial, financial services, and
urged to examine novel ways of looking at their sales force IT/knowledge sectors
and execute strategies that match realities of the market Ÿ Marketing and commercial managers who are
place. The main objectives of the programme are as responsible for revenues and field level sales
follows: operations
Ÿ Understand customers, markets, and organisational
processes from a sales management perspective Ÿ Retail and category managers
Ÿ Develop plans for managing the sales force effectively Ÿ Heads of business units, CEOs of small and medium
in order to enhance sales productivity and enterprises
performance
Ÿ HR managers responsible for sales HR processes
Ÿ Develop relevant measures to assess sales force
performance and enable data based decision making.
Programme Highlights Faculty Co-Chairs
Ÿ Assessing and creating customer value
Ÿ Prof. Biju Varkkey (Faculty Co-Chair)
Ÿ Performance and reward management
Email: bvarkkey@[Link]
Ÿ Building a value-based sales programme
Ÿ Managing and enhancing sales productivity Ÿ Prof. Subhadip Roy (Faculty Co-Chair)
Ÿ Recruiting and training the sales force Email: subhadipr@[Link]
Ÿ CRM and digital approaches for sales force
management
Ÿ Sales operations in a digital and hybrid channel
environment
Ÿ Building teams and motivating the sales force
Ÿ AI / ML applications for Sales Force Effectiveness
How to Apply at least 15 days prior to the start of the programme.
If an application is not accepted, the fee will be
To register for the programme, fill in the refunded to the person/organisation concerned.
application form through the link below:
[Link] The programme fee can be paid in one of these two
[Link]?id=MTMyNA== ways:
The closing date for receiving applications is [A] Electronic Fund Transfer
February 2, 2026. The last date for early bird 1. Name of Beneficiary: Indian Institute of
discount is January 27, 2026. All applications are Management Ahmedabad
subject to review and approval by the programme 2. Savings Bank A/c IIMAHMOEP
faculty (usually after the due date for receiving HDFC Bank Limited, Ahmedabad Vastrapur
applications). A formal acceptance letter will be sent Branch (IFSC Code: HDFC0000048, MICR
to the selected candidates. Applicants are requested Code: 380240003)
to make their travel plans only after receiving the 3. Name of Remitter: _____________ (Please mention
acceptance letter. the name of the sponsoring organization)
4. Purpose of Remittance: Enhancing Sales Force
For more information, please write to Performance
Ms. Ifat Sheikh on ifat-exed@[Link] or 5. IIMA Permanent Account Number (PAN):
call us at +91 7069029949 AAATI1247F
Certification 6. IIMA Tax Deduction Account Number (TAN):
AHMI00189A
A Certificate of Participation will be issued to the 7. IIMA GST Registration Number:
participants at the end of the programme, subject to 24AAATI1247F1Z4 (SAC: 999293)
their having attended all the sessions of the
programme. Absence from any session needs to be After making the payment, please email us the
with the prior approval of the Programme Faculty complete transaction details so that we can link your
Co-Chairs. remittance with your nomination.
[B] Payment Gateway
Venue & Accommodation
Please visit the following link for Payment
The programme will be held at the Indian Institute Gateway: [Link]
of Management Ahmedabad. Participants would get [Link]?prg_id=ca1551a6-90d5-3107-cc66-
full board and air-conditioned single room 67bc80fbca81
accommodation either on campus or with
empanelled hotel partner. Discount
IIMA norms do not allow participants to have guests Early Bird Discount: Applications received with
staying with them during the programme. payments on or before January 27, 2026 will be
entitled to an early bird discount of 7%. Early
Programme Fee & Payment submission of fee and application does not, however,
INR 1,70,000 plus GST per person for participants guarantee acceptance of the application.
from India and its equivalent in US Dollars for Group Discount: Any organisation sponsoring four
participants from other countries. The fee includes or more participants will be entitled to a discount of
tuition fee, programme materials, boarding and 7% on the total fee payable provided that at least
lodging. four participants actually attend the programme.
The programme fee along with the application form Organisations can avail themselves of both the
should be received by the Executive Education Office discounts subject to a maximum overall discount of
latest by February 2, 2026. In case of cancellations, 10%.
the fee will be refunded only if a request is received A ny o rga n i s a t i o n s p o n s o r i n g 2 5 o r m o re
participants across all the Open Enrolment
Executive Education Programmes of IIMA in one
academic year will be entitled to an overall discount
of 15% on the programme fee payable
The above discounts will be applicable only when
the requisite numbers of participants actually
attend the programmes.
Programme dates and fee are subject to change at
the discretion of the Institute.
Status of IIMA Alumni Association
Participants who are attending short-duration Executive Education Programmes for the first time, on or after
April 1, 2012, will have to attend for a total of 21 days in one or more programmes in order to be eligible for alumni
status and alumni identity card, both of which will be awarded on the payment of a one-time alumni fee of INR
10,000/- + GST.
Indian Institute of Management Ÿ Communication
Ÿ Economics
Ahmedabad (IIMA) Ÿ Finance and Accounting
IIMA was set up by the Government of India in Ÿ Human Resources Management
collaboration with the Government of Gujarat and Ÿ Information Systems
Indian industry as an autonomous institution in 1961. Ÿ Marketing
The Institute provides education, training, consulting
Ÿ Organisational Behaviour
and research facilities in management.
Ÿ Operations and Decision Sciences (O&DS)
Major Programmes Offered by IIMA Ÿ Public Systems Group
Ÿ Two-Year Post Graduate Programme in Ÿ Ravi J Matthai Centre for Education Innovation
Management (MBA) Ÿ Strategy
Ÿ Two-Year Post Graduate Programme in Food and Interdisciplinary Centres
Agri-business Management (MBA-FABM) Ÿ Ashank Desai Centre for Leadership and
Ÿ Ph.D. Programme in Management Organisational Development
Ÿ One-Year Full Time Post Graduate Programme in Ÿ Brij Disa Centre for Data Science and Artificial
Management for Executives (MBA-PGPX) Intelligence
Ÿ Short duration Executive Education programmes Ÿ Centre for Digital Transformation
through open enrollment, customisation and Ÿ Centre for Management of Health Services
online for various levels of experienced Ÿ Centre for Sustainability and Corporate
professionals across industry Governance Research
Ÿ Faculty Development Programme (FDP) Ÿ Centre for Transportation and Logistics
Ÿ ePost Graduate Diploma in Advanced Business Ÿ Gender Centre
Analytics (ePGD-ABA)
Ÿ IIMA Ventures (Formerly known as IIMA-CIIE)
Ÿ Armed Forces Programme (AFP)
Ÿ India Gold Policy Centre
Ÿ Blended Post Graduate Programme in
Ÿ JSW School of Public Policy
Management (BPGP)
Ÿ Madan Mohanka Centre of Excellence in Case
The Institute has 100 plus faculty members working
Method of Learning
in the following management areas and centres:
Ÿ Misra Centre for Financial Markets and Economy
Disciplinary Areas and Groups
Ÿ NSE Centre for Behavioral Science in Finance,
Ÿ Centre for Management in Agriculture Economics and Marketing
Website: [Link]