Co-creating sales management curricula with practitioners – insights on competencies for future sales managers

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The dynamic field of sales is experiencing a transformation, necessitating a nuanced approach to sales management education. Sales managers must adeptly navigate operational and leadership challenges in a landscape marked by advanced technology, evolving generational expectations, and seismic geopolitical shifts. This research employs an exploratory workshop methodology to identify the core competencies required of future sales managers, aiming to bridge the gap between academic rigor and industry relevance. Through the engagement of 20 industry professionals, the study delves into comprehending the multifaceted role of sales managers, who are often catapulted from successful sales roles into managerial positions without pertinent leadership training. The findings underscore the necessity for a curriculum that harmonizes practical skill sets with theoretical groundwork while prioritizing personal traits such as ethical conduct and resilience. The study recognizes the challenges posed by globalization, compliance demands, and generational diversity in the workforce, revealing that while market understanding and customer insights remain vital, the effective management of internal and external environmental changes is crucial for future-oriented sales leadership. The proposed curriculum, derived from workshop insights, reflects a synthesized perspective tailored to contemporary sales management exigencies with direct implications for the industry. Limitations due to the focus group size and geographic scope signal the need for more extensive research, including diverse stakeholder viewpoints, to enrich the education paradigm for aspiring sales leaders.