B2B Sales Management



The event is designed to teach you taking on marketing responsibility in a very special business environment. This involves companies that sell and market their (often technically highly complex) products themselves to other companies, which is referred to as "business-to-business" (B2B) marketing and sales. Since traditional communication instruments (e.g. advertising) often hardly work in this environment and many projects lead to a long-term cooperation between supplier and customer, (personal) sales play a special role in marketing. Therefore, this event introduces marketing in B2B markets on the one hand and deals with questions of sales and distribution on the other hand.

Topics with regard to B2B sales management are:

  • Basic aspects of B2B sales and B2B purchasing
  • Understanding of marketing challenges in specific B2B business types (commodities, systems, solutions)
  • Value pricing and value-based selling
  • Organizational buying behavior
  • Basics of B2B customer relationship management (e.g. key account management, reference customer management)
  • Sales process (lead generation, sales presentations, customer-oriented selling, closing)
  • Sales automation

Learning objectives


  • Are familiar with marketing and sales peculiarities and challenges in B2B environments
  • Are able to identify different B2B business types and their marketing characteristics
  • Are familiar with central theories of organizational buying behavior
  • Are familiar with central objectives of Customer Relationship Management in B2B environments and are able to implement them with appropriate tools
  • Are able to prioritize customers and calculate B2B Customer Lifetime Value
  • Know how B2B sales presentations work and have also gained practical experience in this area
  • Are able to determine value-based prices


The total workload for this course is approximately 135.0 hours.
Attendance time: 35.0 hours
Self-study: 100.0 hours


A detailed schedule will be announced.

Language of instructionGerman

Homburg, Christian (2016), Marketingmanagement, 6. Aufl., Wiesbaden.