9th Sales and Marketing Officers Meeting

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Program

Wednesday, October 5, 2016

08:30 - 09:00Welcome and registration
09:00 – 10:15INTRODUCTION TO A NEW VALUE-GENERATING ROUTE TO MARKET
Changes in Sales: The Road Toward Value-Based Selling
• Prof. Cosimo Chiesa, IESE Business School

Presentation of IESE’s 2016 Study on Managing Sales Networks
• Prof. Julián Villanueva, IESE Business School
10:15 - 11:15SOCIAL SELLING: HOW SOCIAL MEDIA IS REVOLUTIONIZING THE SELLING PROCESS 
Social media has been used for more than ten years now, mainly for branding and corporate reputation purposes. But very few companies are actually using it to attract customers. According to IESE’s latest general study on sales networks, only 12.5% of the companies surveyed said they made sales through social media. But more and more companies are using social selling as a new way to generate leads and hold on to them. That means it may be an effective tool in the first and final stages in the new consumer journey. The panel experts will explain how social media can be used to adapt the selling process and how members of the sales staff can adapt to the new digital reality.

• Benjamín Calzón, Business Unit's General Director, SEUR
• Álex López, Owner, Sartia Formación

Moderator: Prof. Julián Villanueva, IESE Business School
11:30 - 12:00 Coffee Break
12:00 - 13:15DIGITAL TRANSFORMATION IN THE WORLD OF SALES AND MARKETING
The world of sales and marketing is going through a major upheaval. Customers have changed. Their needs have changed, as has their approach to the products on offer. At the same time, we’re witnessing a technological revolution in almost every industry that calls for true digital transformation. But many companies have been tripped up in the process because they don’t understand the changes to come, because their senior managers lack commitment to digital technology, and because of the difficulty of successfully implementing the company road map. The panel experts will share experiences from their path toward this transformation.

• Sergio García Desplat, Cloud Sales Director and Digital Transformation eLeader, SAP
• Virginia López Jiménez, Digital Innovation Manager, Intropia

Moderator: Prof. Julián Villanueva, IESE Business School
13:30 - 15:00FROM SELLING TO CREATING VALUE: HOW TO ATTRACT CUSTOMERS USING A DIFFERENT APPROACH
Our 2016 study reflects the opinion of many senior managers that it will still be necessary to have physical sales representatives, but that their commercial tasks will change. It is widely understood that these sales reps will sell more “solutions” and fewer “products,” will specialize more, and will make greater use of cross-selling techniques. And all this will have to be done through the use of new technologies, big data and the smart business they generate. Therefore, to be successful, sellers must establish a much more personal relationship with their customers based on trust and added value. This trend has swept through sectors like the pharmaceutical industry with unusual force and may represent one of the greatest challenges. When it reaches sectors that are still based on the sales reps’ physical presence and, to some extent, pressure, how many sales teams will be able to reinvent themselves? How many sales reps will be able to keep pace with the change? The CEOs on the panel will share their experience adapting to this trend.

• Luis Andreu, Business Managing Director, Prensa Iberica Media
• José Luis Saiz, Managing Director and CEO, Calidad Pascual
• Javier Vila, Founder and Managing Director, Externalia

Moderator: Prof. Cosimo Chiesa, IESE Business School
15:00 - 16:15 Lunch 
16:30 - 18:00WOMEN IN CONSULTATIVE SELLING
Women’s role on the sales force is no longer merely testimonial, but is certainly far from reflecting a level of parity. More than half of the members of the sales force are women in only 17% of companies. And at 53% of companies, fewer than 20% of the sales team members are women. These data become even more alarming as we move up the hierarchy. More than half of the middle-level sales managers are women in only 9.4% of companies. Likewise, at 62% of companies, fewer than 20% of the middle-level sales managers are women. As we continue moving up the organization chart to the level of commercial management, parity goes even further askew. And yet, commercial managers are largely satisfied with the productivity of women on the sales force, which they find comparable to that of men. Then why aren’t there more women in sales networks?

• Cristina del Ama, General Manager & Head of Sales and Market Management, Allianz Seguros
• Xavier Escales, Country Manager, Asics Iberia
• Sandra Velasco, Director, Neuroscience Franchise Head, Novartis

Moderator: Prof. Cosimo Chiesa, IESE Business School
18:00 - 18:15DISCUSSION AND CONCLUSIONS
• Prof. Cosimo Chiesa, IESE Business School
• Prof. Julián Villanueva, IESE Business School

Contact 

IESE Industry Meetings
Lourdes Bosch

Date and Venue

October 5, 2016

IESE Madrid
Camino del Cerro del Águila, 3
28023 Madrid

How to get to IESE Madrid