SALES

LEADERSHIP

with INDUSTRYCreds^TM Certification

Launch your sales career by mastering B2B and B2C sales setups through hands-on projects with McCain, Indian industry relevant content and one-on-one coaching with industry professionals.Win direct Pre Placement Interviews and shortlists from the world’s top recruiters based on your INDUSTRYCreds™ certification score.

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1 year exclusive access to industry mentorship & content

INDUSTRY PARTNERS

WITH INSIGHTS ON

Program Benefits

Get hands on exposure through live projects

Learn by working on in-depth retail project for McCain Foods and a category building project from UrbanClap™. Get a chance to understand how growth is driven across consumer goods, ecommerce and B2B business like healthcare and IT.

Master Practical Distribution Frameworks from Industry Leaders

The Kraftshala programs are co-created with India’s most skilled sales leaders, with frameworks and tips to help you quickly master application of concepts that you can use in your placement preparation.

Stay on track with 1:1 mentorship

Book 1:1 interactions with Kraftshala experts and mentors from across the industry to help you with project feedback, guidance and support. Craft an action plan that works for you.

Prepare for placement interviews

Get interview specific support in crafting your individual stories and appear for an extensive interview with an industry recruiter that maps closely to the final placement process.

Enjoy flexible scheduling

B-school curriculums are hectic. Which is why all our programs can be customised to your pace and schedule.

Earn credentials that matter

The INDUSTRYCreds™ Certification score is the only metric that top sales and marketing recruiters value because it correlates strongly to eventual job and placement performance. It’s also the only certification through which you can earn direct PPIs from leading recruiters like Nestlé.

Student Speak

Shivam MehrotraIIM Rohtak, Placed @ ACG

It is a delight for any budding marketer.. theory is beautifully blended with pertinent real world examples. Project ensures that the things you’ve learnt are cemented in your mind, helping you stay confident in S&M interviews.

Saurabh TanejaIIM Indore, Placed @ Britannia

I now feel much more confident in the Marketing domain. A very big thank you to Kraftshala for putting forward such a great package.

Pranathi AmulaIIM Kozhikode, Placed @ Pepsico

From basic terms to industry practices, from explaining peripherals to deep diving into branding through a myriad of examples, the program has helped me build strong branding foundations.

Sanchita GoelIIM Indore, Placed @ Hindustan Coca-Cola Beverages

Kraftshala's online program helped me crack a PPO for the sales role at Hindustan Coca-Cola Beverages as well as an award for the best summer internship project.

Mohammed Anas Sajid Ahmed ShaikhIIM Calcutta, Placed @ Mondelez

The opportunity to do a live project alongside the course was amazing, it helped me immensly to apply concepts learnt live.

Sumeet SahooIIM Indore, Placed @ Edelweiss

Sure shot recommendation for my incoming juniors.

Sneha KapadiaIIM Ahmedabad, Placed @ Mondelez

Kraftshala programs have brilliant content and delivery. Really enjoyed all the topics covered and the live examples and parallels made it very engaging.

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India’s most powerful sales stories taught by people who created them.

Adarsh K Menon

Vice President & Head, Private Labels & Electronics

Sudeep Chawla

Business Head,

Sreerupa Banerjee

VP, Brand Strategy & Communication,

Puru Gupta

Co-Founder & CEO,

Varun Satia

Founder,

Sachin Kataria

Global Marketing Manager, Foods

U Shankar Rao

Brand Advertising,

Vitals

5 Weeks

Program Duration

6-7 Hours

Weekly time commitment

1-on-1

Interactions with Industry Experts

Live Project

Effective Distribution for McCain’s

Program Fee

INR 18,000 + GST

Curriculum

Introduction to Sales Leadership

Understanding the Program and Project expectations
Get a Business Perspective to Sales & Marketing
The Sales Process Simplified

Understanding the Different Cogs of the Sales Machine

The Manufacturer, Distributor and Retailer Organization
Understanding the DNA of different Channels
Enablers to the Sales Team: GTM team, Trade Marketing, BTL team etc.
Different Shopping Missions and how to win in each of them

Category Growth Framework

Defining a Category
Using the category growth equation
Understanding shopper behaviour and path to purchase
Transforming shopper insights to solutions

Working in the Market

The role of a Territory Sales Officer
Dynamics between the salesman, TSO, Distributor and the Retailer
Problems in the Market: Differentiating Symptoms from Diseases
The role of an Area Sales Manager

Assessing the Health of a Sales System

Key Metrics used by the Sales Organization: Sales, Coverage, Bill Productivity, LPPC, Sales Returns etc.
Key Metrics used by the Distributor Organization: Return on Investment (ROI) Calculation
Key Metrics used by the Retailer Organization: Margin Calculation

Motivating Teams

Challenges of managing a team right after business school
Basics of Leadership
Building a self portrait
Goal Setting Practices

A Deep Dive into E-commerce

How is the E-commerce sector different from FMCG?
What is the team structure in E-commerce?
Understanding the different distribution models that exist in E-commerce
Deep-diving into the Inventory Management for different categories
How are targets set?

Understanding Key Metrics tracked in E-commerce

How is Top Line driven?
Understanding Selection
How is Bottom Line driven?
Delivering a perfect shopping experience online

Growth Drivers in E-commerce

Understanding the barriers in E-commerce Penetration
Demystifying the Big Billion Day
Analyzing Private Labels
Category Growth in E-commerce

A Deep Dive into Telecom

Understanding the different Business Lines in Telecom and their corresponding customers
The Distribution setup in Telecom
Differentiation in Telecom: Spectrum Auctions & Innovation
Organizational Structure in Telecom

Growth Drivers in Telecom

Metrics Tracked in Telecom
Sales force Incentivisation
Understanding the Key Challenges in Rural India for Telecom
Customer Experience Excellence at Vodafone

Additional Resources

Microsoft Excel Support
Storytelling through Presentations
Cracking interviews- the most effective methods

FAQs

How will the Sales Leadership program help me in my career?

The Sales Leadership program is a unique online educational offering designed to equip you with the skills you need, to land the job you want, so you can build the life you deserve.

The program helps you crack outstanding placements and stand out in any marketing stint, through powerful, industry relevant content, vibrant discussions with peers and a rigorous evaluation process. INDUSTRYCreds^TM are created and designed in partnership with the leading sales and marketing companies of India.

As soon as you start the program, you join other students from across the top campuses of the country in working towards the same credential. You interact with your fellow students, as well as members of the Kraftshala Coach team, in an online community to receive support throughout the program.

The evaluation process at the end of the program ensures you have complete clarity on where you stand and how you can improve.

How is this program different from what we learn in B-schools?

The Sales Leadership program has been designed with some of the industry’s leading marketers to help you grasp relevant sales frameworks. In Sales Leadership the focus is on the practical aspects of sales in the context of people dynamics – with strategies and frameworks developed with some of the best sales leaders in the industry today.

Which project will I be working on in this program?

Sales Leadership has been designed to help you master sales concepts in the context of the actual market realities. Keeping that in mind, in this edition of the program you would be working on ensuring the effective distribution of McCain’s brands, and creating a category entry strategy as well as a vendor acquisition plan as an E-commerce category manager.

How do you build the curriculum for the Sales Leadership program?

Our curriculum managers partner with hiring managers and subject matter experts from leading companies to figure the skills to be demonstrated in the placement process. The programs are designed to build these skills through conceptual understanding of real world sales & distribution nuances.

Is there any certification granted at the end of this program?

Yes, based on your performance, an INDUSTRYCreds^TM certification and score would be issued along with your key strengths and improvement areas highlighted.

What are INDUSTRYCreds scores?

INDUSTRYCreds^TM scores are evaluation scores earned at the end of the program. These are calculated on the basis of 10 SuccessKeys, which are parameters that reflect leadership and S&M aptitude that are used by major recruiters in their own hiring process.

How do earning INDUSTRYCreds credentials help me?

These credentials are useful to benchmark yourself against absolute standard, while also demonstrating your sales leadership potential to our industry partners, many of whom are leading recruiters at top business schools. If you do well your name gets forwarded to our partnering recruiters as a high potential talent.

How has the program benefitted previous students?

The students who took the program last year got placed in firms like BCG, HUL, Nestle, ITC, Coca-Cola, PepsiCo, Marico etc. while 3 top students got Nestle PPIs for their performance. Apart from this, numerous students have won competitions like HUL Lime, ITC Interrobang, Nestle 4Ps, Mahindra War Room, Coca cola and Airtel Case Study challenges among others.

How do I decide between Brand Building and Sales Leadership?

You can use the following pointers to make that decision:

1. If your first priority is a PPO and you are going for an internship in a company that’s likely to give you a project in one of the 2 domains (marketing or sales), then you should choose accordingly to give yourself the best chance of converting.

2. If you are interested in a career in category management (in online or physical goods consumer companies), then Sales Leadership would be a better choice for you.

3. If you are interested in a career in product management or consulting, then Brand Building is a better fit. Further, most case study competitions feature marketing cases, which is again covered extensively in Brand Building.

4. If you are interested in finishing both programs before Summers, our program team can customize the schedule to help you do that.

Who would be the interviewers taking the final evaluation interviews?

The final evaluation interviews would be taken by an expert interviewer panel. This team comprises of industry professionals shortlisted and trained to maintain a consistent and enriching interview experience that conforms to industry standards.

I already have a very hectic schedule. How would I manage this program's work load?

The program schedule allows students to learn and practice at their own pace, and is adjusted to each campus’s specific schedule. The program consists of 7 hours of self-paced video content. The schedule will be adjusted to major campus events such as exams and fests.