Leading Commercial Transformation
Madrid | June 1-3, 2026
Eligible for the IESE Certificate in AI & Digital Transformation
Digital Marketing & Customer Experience. Leading Commercial Transformation: Aligning Marketing Strategy to Sales
In today’s rapidly evolving business environment, successful companies must navigate the complexities of balancing tradition with innovation while adapting to changing customer expectations. This course explores the critical elements of commercial transformation, focusing on how organizations can integrate digital and physical strategies to remain competitive in customer-centric markets. Participants will delve into omnichannel integration, data-driven personalization, digital marketplaces, and the evolution of sales systems. Through practical frameworks and real-world examples, the course highlights the importance of aligning strategy, organization, and execution to achieve sustainable growth. Key topics include leveraging technology responsibly, optimizing customer journeys, redefining value propositions, and adapting sales systems to evolving business strategies. This program equips participants with actionable insights to drive transformation and deliver measurable results.
Benefits
1
Understand the landscape of SalesTech, MarTech AI tools—and how each category contributes to building a more effective, data-driven, and –in most cases– human-centered sales system.
2
Gain clarity on how to redesign your sales process around the customer journey, identifying where technology can simplify, support, or amplify key activities.
3
Understand how to adapt your commercial organization and operating model—structure, roles, incentives, and coordination—to support a more agile and digital sales system.
4
Develop the mindset and tools to lead a commercial transformation with focus and realism, building a roadmap that fits your company’s context and capabilities.
Program Details
NEXT EDITION
Madrid
June 1-3, 2026
CONTACT US
Amelia Gomá | Program Director
(+34) 91 211 32 93
AGoma@iese.edu
Balancing Tradition and Digital
Omnichannel Transformation in Customer-Centric Markets: Balancing tradition and digital transformation is essential in customer-centric markets. This module explores how companies can integrate physical and digital channels to deliver seamless experiences, addressing key topics like value propositions, customer journey mapping and omnichannel KPIs. Traditional channels build trust and personalization, while digital channels offer speed and efficiency. By aligning strategies, processes and incentives, organizations can meet evolving customer expectations, ensuring consistency, adaptability and loyalty across all touchpoints.
Data-Driven Personalization
Leveraging Technology for Customer Loyalty: This module explores how customer-centricity goes beyond leveraging data, emphasizing sustainable business practices. Topics include customer segmentation, predictive analytics and real-time personalization, while critically assessing whether these strategies create long-term value. Participants will discuss the ethical, legal and reputational boundaries of data use and examine how balancing advanced technologies with responsible decision-making ensures both customer loyalty and sustainable growth in competitive markets.
Scaling Innovation
Digital Marketplaces for High-Value Products: This module explores how digital transformation enables new business models, including the rise of marketplaces for high-value products. Topics include customer acquisition strategies, process efficiency and leveraging technology to enhance trust and convenience. Participants will analyze how digital platforms create scalability, optimize customer journeys and redefine traditional industries, fostering innovative approaches to deliver value in competitive markets.
Adapting Sales Systems for Strategic Evolution
This module explores how structured sales systems drive growth and enable the digitalization of B2B and human salesforces. Topics include market analysis, sales process design and aligning strategy, organization and execution. Participants will discuss the triggers for commercial transformation and how sales systems must evolve with business strategies. The role of discipline, clear KPIs and adaptability in ensuring sustainable growth and competitiveness will also be addressed.
This program is designed for senior leaders responsible for driving commercial growth and transformation. It is especially relevant for CEOs, Chief Commercial Officers, VPs of Sales, Business Unit Heads, and other executives involved in sales strategy, go-to-market models, or organizational change. While the program is not limited to B2B contexts, most of the cases and examples discussed will come from B2B companies.
Professor of Marketing
• Ph.D. in Management (Marketing), University of California, Los Angeles
• Master in Business Administration, IESE, University of Navarra
• Bachelor’s degree in Business Administration, Universidad Complutense de Madrid
Professor of the Practice of Management of Marketing
• MBA, IESE Business School
• Graduated in Economics, UAM, University of Madrid
The program combines case discussions, faculty-led sessions, and hands-on workshops. Participants will work with real examples of commercial transformation across industries and engage in structured exercises to reflect on their own company’s challenges. Peer learning plays an important role: participants will share experiences, test ideas, and gain perspective from others facing similar decisions. The approach is practical and interactive, with a clear focus on helping leaders apply what they learn to their own context.
The admission process has three steps:
- Complete and submit the online application.
- The Executive Education Department will contact you by email to acknowledge receipt of the application. It will also provide information about the program dates, sending of prior study materials and the bank details needed to pay tuition.
- Tuition fees must be paid before the start of the course and before the study materials are sent. This is an essential condition for participation in the program.
- Two weeks before the start of the program, you will receive an email with a username that will give you access to the IESE Virtual Campus, where the first study materials will be available.
Fees
- General fee: € 4,500
- Alumni fee: €4,050
- IESE Alumni Assn. members: €3,825 IESE Executive Education Certificate
If interested in obtaining the IESE Executive Education Certificate:
• Complete, at least, 4 Focused Programs, in English or Spanish, within three years. The 4 programs must total a minimum of 12 days of learning.
In addition to earning the IESE Executive Education Certificate, you will enjoy a series of other exclusive benefits:
• Professional guidance with an IESE adviser.
• 5% discount on any future Focused Program.
• Possibility of becoming a Member of the IESE Alumni Association, which delivers a broad array of exclusive benefits. Discover here how to make the most of the membership.
Madrid: Exe Moncloa 4*, EUROSTAR Zarzuela Park 4*, Meliá Madrid Princesa 5*, NH Madrid Chamberí 3*, NH Zurbano 4*.
Executive Education Rankings.
