General Information
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Instructor Bio
Inez Blackburn is a futurist who helps companies navigate the impact of emerging retail, technology, and consumer trends to deliver profitable growth. Inez has held numerous executive positions in marketing and market research and has a proven track record. She was the Canadian Lead for SmartLabel Canada. She developed the Collaborative Planning Forecasting and Replenishment (CPFR) and Sales & Operations Planning (S&OP) certification program for GS1 USA in tandem with Penn State and SP Jain University. Inez is a deliberate and decisive leader with the passion and vision to create and deliver strategic sales & marketing plans that reflect market dynamics. Her consulting company, MTI Market Techniques and Innovations, is focused on helping her clients develop effective sales and marketing plans and digital strategies in an arena of change. She developed customized sales and training workshops for IBM, Unilever, Bell, Rogers, GEIS, GS1 USA & Canada, Domtar, Dupont & NRI Industries. Integrated sales and marketing training sessions were developed for Rogers, Bell, IBM, Traverse Systems, Newfoundland Liquor, Seagrams, OLG, Dupont, New Brunswick Liquor & LCBO.
Inez is a best-selling author of “Pride Passion Profit -7 Steps to Category Development” and a featured speaker at industry conferences. She has worked with leading Retailers, CPG Companies, Private Label Manufacturers, Telecommunications, and Medical and Technology Companies, helping them navigate emerging trends and opportunities to develop compelling positioning and marketing strategies. Inez is a detail-oriented, creative problem solver who interprets multifaceted issues and delivers meaningful solutions by applying best practice standards, broad industry knowledge, and persuasive communication.
Her high teaching scores for undergraduate and graduate courses are attributed to the depth and breadth of her industry knowledge and practical application of course materials to business-specific issues.
Course Description
This course aims to help students prepare for a successful, exciting, prosperous career in sales or sales management. The challenges and opportunities faced by sales managers and salespeople today are unprecedented due to global competition and the emergence and convergence of technologies. A career in sales has emerged as one of the most rewarding and satisfying and has paved the way for me to take on senior management roles. Sales teams will continue to play a pivotal role in the critical connection between companies and their customers.
Sales roles today are complex and multifaceted, focused on planning, directing, leading, and managing multi-generational and multi-cultural sales teams and customer expectations. Sales personnel will continue to adapt and evolve in tandem with emerging technologies, more demanding customers, and global competition. This course will also highlight the impact and importance of automation and AI on traditional and evolving sales roles.
There will also be a discussion on leadership styles and roles and the importance of ongoing collaboration between sales, marketing, operations and supply chain departments. Big Data, Marketing Analytics and Artificial intelligence (AI) and their impact on traditional sales roles and responsibilities will also be discussed.
Target Audience
This is a must-take for everyone interested in a career in sales and sales management who understands that the role of a sales manager will continue to evolve and adapt to market dynamics and global competition. It is also valuable to anyone in a marketing or consulting role who wants a successful sales career or to understand how to work effectively with a sales team. Old-school sales managers will become obsolete as past knowledge, experience and success in the past will not pave the way toward success in the future.
The current economy demands a more robust and effective interaction between marketing, operations, supply chain and sales personnel. The ability to develop and deploy marketing concepts, strategic plans and financial analyses with motivation, leadership and practical communication skills will be critical to success.
Format
A topic will be addressed weekly in a seminar discussion format focused on a specific sales management issue. The course will also use outside experts to facilitate discussions, inspire, and address leading-edge perspectives on sales management. There will also be a scheduled trip to a sales and distribution centre in the GTA to understand the role and importance of innovation in a sales role and emerging trends in a supply chain. As a seminar, student engagement in the readings, group assignments, and class discussions make this course meaningful and rewarding.
Course Mission and Scope
This course prepares sales and marketing managers for a successful career in sales. This course will go beyond traditional buyer-seller transactions and build mutually beneficial relationships based on professionalism, trust, service and customer service. There will be a stronger focus on the role and impact of technologies on traditional sales roles and the importance of resilient supply chains in a global economy.
This course is designed to prepare students for this new environment. Key themes in the course will be:
- 21st Century Sales Force Management & Sales Force Management & evolving roles
- Managing Ethics in a Sales Environment
- Customer Relationship Management (CRM)
- Organizing & Developing a Sales Force
- Sales Forecasting, Budgeting, Planning & Organizing
- Leadership & Managing a Sales team
- Compensation & Performance
- Emerging Technologies & Market Dynamics
Evaluation and Grade Breakdown
| Component | Due Date | Weight |
|---|---|---|
| Class Participation | Ongoing | 20% |
| Individual Case Study – Chatbot-enabled CRM | Week 4 | 15% |
| Group Case Study – How Nimble is your Sales Planning | 15% | |
| Group Project – Creating a Sales Plan (25% Written Report; 15% Presentation) | Week 10 | 35% |
| Take-home Individual Assignment – Reflection Paper Impact of AI on Sales Marketing and Supply Chains | Exam Period | 15% |
Required Resources
The course has an extensive reading list from case studies and a Sales Force Management textbook.