Course: Sales and CRM
A course on the sales pipeline, deal stages, sales planning, department KPIs, Head of Sales responsibilities, CRM, and customer-base management.
The exact duration and depth of review depend on the selected plan and participant group.Every program includes practical assignments, a capstone project and an implementation plan.
PRACTICAL FORMAT
Participants build an implementation-ready management solution for their own company
Each topic follows the same cycle: assessment, concise lessons, a case study, a template, an assignment, review, and an implementation action.
WHEN THIS COURSE IS NEEDED
Common problems in “Sales and CRM”
The course is suitable when the relevant management constraint has been identified and the company needs to build a specific management capability.
The sales plan is not supported by the pipeline
The required number of leads and deals has not been calculated.
Deal stages exist only on paper
Sales representatives interpret transition criteria differently.
CRM does not reflect reality
Data is incomplete, statuses are outdated, and the forecast is unreliable.
The Head of Sales relies on manual follow-up
There are no regular reports, operating standards, or consistent tracking of sales activity.
Marketing and sales are disconnected
Lead quality and each channel’s contribution to revenue are not assessed.
The customer base is not used
There is no segmentation, repeat-sales process, or churn tracking.
PROGRAM
Core topics of the “Sales and CRM” course
Each topic includes a current-state assessment, the underlying methodology, a practical template, and an assignment using the participant’s company as the case.
Customer profile and needs
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
Offer
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
Marketing funnel
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
Acquisition channels
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
Sales pipeline
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
Sales plan and forecast
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
Department KPIs
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
CRM and customer base
How the management tool works, common mistakes to avoid, and how to apply it in your company.
- topic assessment
- practical template
- implementation action
CAPSTONE PROJECT
Choose a plan →Deliverables for “Sales and CRM”
Participants do not create a classroom exercise; they produce a set of documents ready for implementation in their own company.
Sales pipeline
Stages, transition criteria and conversions.
Plan and KPIs
Department metrics and revenue forecast.
CRM structure
Fields, statuses, roles and data-entry rules.
Sales management framework
Operating procedures for the Head of Sales and rules for managing the customer base.
HOW THE LEARNING PROCESS WORKS
The same structure for every module
The module structure turns each topic into an implementation-ready document that contributes directly to the capstone project.
Current-state assessment
How the area operates today, what is already in place, and what outcome is required.
checklist · starting point
Core theory
Three to five concise lessons covering the logic, common mistakes, recommended sequence, and an example.
lessons · methodology
Practical case study
A comparison of effective and ineffective approaches using a real or representative company case.
case study · management logic
Practical template
A practical template such as a goal map, KPI framework, cash-flow statement, RACI matrix, procedure, task, or process map.
template · completed example
Practical assignment
Participants apply the material to their own company and submit the completed work.
practice · company document
Self-assessment
A self-check covering terminology, the underlying logic, and the correct sequence of actions.
test · comprehension check
Implementation action
A specific next step required to implement the solution in the company.
implementation · next step
Link to the capstone project
Each module deliverable becomes part of the company’s management-system project.
summary · capstone projectPARTICIPATION FORMATS
One course, five levels of support
The educational core is the same. The format is selected according to the complexity of the challenge and the amount of feedback required.
WHAT PARTICIPANTS RECEIVE
Course deliverables can be applied in the company
The project scope depends on the starting situation and selected plan.
Sales pipeline
Stages, transition criteria and conversions.
Plan and KPIs
Department metrics and revenue forecast.
CRM structure
Fields, statuses, roles and data-entry rules.
Sales management framework
Operating procedures for the Head of Sales and rules for managing the customer base.
Review and refinement
On supported plans, participants receive feedback on assignments and refine their documents.
Implementation plan
The capstone project is converted into actions, deadlines, owners and milestones.
LEARNING PATH
From assessment to implementation
Five stages connect the learning process to the company’s practical challenge.
1
Current-state assessment
We document the current state, key problems, and required outcome.
2
Understand the management logic
Concise lessons, common mistakes, sequence of actions and case studies.
3
Develop implementation-ready documents
Participants complete the templates using their company’s data.
4
Review and refinement
Self-assessment, program coordinator feedback or expert review, depending on the selected plan.
5
Project and implementation plan
The materials are consolidated into an integrated solution and a 90-day roadmap.
COURSE DELIVERABLE
“Sales and CRM” project
Sales pipeline
Stages, transition criteria and conversions.
Plan and KPIs
Department metrics and revenue forecast.
CRM structure
Fields, statuses, roles and data-entry rules.
Sales management framework
Operating procedures for the Head of Sales and rules for managing the customer base.
NEXT STEP
Choose a format for the “Sales and CRM” course
The curriculum is the same across formats. The differences lie in the schedule, depth of review, mentor involvement, individual support, and team implementation support.
- self-paced learning
- guided course
- mentor-led group
Start a business assessment
The format is selected based on the management challenge, the required depth of support, and the participants involved.