Sales is often reduced to simple charisma or persuasiveness—the ability to close a deal and convince someone to make a purchase. In practice, however, success in sales hinges on the same foundations as good business: understanding a customer’s pain point, showing how a solution meets that need, and helping them reach a decision.
A master’s degree in sales provides a structured pathway to build these skills and go further. Alongside providing technical training and access to international networking opportunities, this type of specialized program can help you learn how everyday sales decisions tie into the wider direction of a business. It is a route for people wanting to become strategic sales managers or directors, who can improve company sales operations, and manage sales teams.
So, if you’re interested in a career in sales leadership, here are four lessons business school can teach you about sales excellence.
1. Sales is a core pillar of business strategy
Through their direct contact with customers, sales teams often notice changes in demand before others in an organization. They also hear the day-to-day details of what customers want, what frustrates them, and how much value they place on particular products or services.
Sales management professionals can use this information to have a transformative role within organizations: they not only craft the customer experience but also shape corporate strategy by bringing critical insights from the field. This allows them to redefine approaches to revenue growth and customer relationship management.
At emlyon business school in France, students on the MSc in Global Sales Excellence study these aspects of sales in courses such as Strategy, Operations Management and Leadership, and Global Interactions with Customers.
Covering topics ranging from salesforce management and business modelling to negotiation and key account management, these skills build the foundation for a range of careers at the intersection of sales management and business strategy.
“This program really helped me succeed in many interviews. Very few companies turned down my application, and I was ultimately able to choose the opportunity that suited me best,” says Class of 2024 graduate, Victor Northoff.
2. Sales enablement gives structure to the process
According to McKinsey, buyers are more informed than ever about the full range of market offerings at their fingertips, which means sales cycles are longer and sales teams need more support to close deals.
This is where sales enablement plays an important role, providing vital tools and training to help salespeople work more effectively—whether that means keeping track of customer conversations, or simply knowing what to say and when to say it. Research shows that companies with a sales enablement strategy achieve success rates nearly 50% higher than those without.
Sales enablement teaching runs throughout the MSc in Global Sales Excellence at emlyon. A focused module on the topic gives students hands-on experience with processes, tools, methods, and platforms crucial for sales enablement. They also dig into research and frameworks from Gartner and Forrester—two firms known for advising global companies on sales strategy.
The theme also carries into other parts of the curriculum, such as in Sales Operations and Project Management, which train students to structure and strategically improve sales processes.
Students also hear directly from practitioners such as Boris Auché, head of sales enablement at IT services firm Eviden, who lectures on the course; and Anne Bluteau, former CEO of sales enablement platform Sweet Show.
3. Sales still relies on people in a digital world
Sales has always relied on relationships, but these days, customer connections are often managed through digital channels as well as in-person interactions.
To give sales management students practical experiences with the digital platforms changing the industry, emlyon offers courses such as Sales Engagement: Digital Tools and Automation. The focus is on drilling into all aspects of remote selling to show how tools for marketing automation (such as Hubspot), customer relationship management (Salesforce), and emerging currencies are utilized in practice.
Still, while technology is changing the way teams connect with clients, the human side to sales is irreplaceable. Kimia Ferdows, deputy CEO of innovation agency InProcess and speaker at a recent emlyon roundtable, explains: “You need to place humans at the center of your thinking. Humans are your clients, but they are also users, buyers, employees, subcontractors, partners, and potentially even your neighbors.
“Salespeople are true assets in this approach because they are on the ground: they serve as the bridge between the company and the client’s life.”
Students on the emlyon master's also take part in the school-wide Transforming Early Makers track. In this hands-on program, teams across programs work together to disrupt an existing business model or strategy.
With the support of coaches, workshops, and access to expert testimonials, they put into practice methods for business innovation, such as design thinking and market intelligence.
4. Sales is international by design
As the industry becomes more digital, sales professionals increasingly interact with customers from diverse cultural backgrounds, which means the ability to build professional relationships also relies on intercultural understanding.
For sales excellence students, the opportunity to connect with industry professionals and peers across regions helps build this global perspective.
Students at emlyon develop this throughout a full international term, which begins with an annual seminar abroad. The most recent cohort traveled to Germany to meet executives from Siemens, Microsoft, SAP, TRUMPF, LinkedIn, BMW, and Simon-Kucher.
Across the week, they gained industry insight into topics such as sales enablement, leadership, B2B growth, and the impact of AI, while at TRUMPF they joined workshops with the Global Sales Excellence team and toured the company’s laser production facilities.
Outside Europe, students spend the rest of their international term at emlyon’s Shanghai campus. Here, they complete an in-company project, giving them the chance to apply their academic knowledge in a real business setting, gain first-hand exposure to the Chinese market, and build intercultural skills in a new business and cultural environment.
A master’s in sales offers a structured exposure to the realities of modern selling. By combining technical training with international and interpersonal experience, graduates are prepared for a variety of leadership careers in the industry. Typical roles following the emlyon program include sales manager or director, sales engagement director, sales engineer, account or partnership manager, and sales excellent manager.