Discover how a master’s in sales can equip you with the strategy, digital skills, and global experience to thrive in a modern sales leadership career
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.
Student Reviews
Intense courses, helpful professors
I am an international student in my 3rd year and I love going to this school and do not regret chosing it for my BBA.
The classes are helpful, professors are always there to help as well and we have a very understanding administration.
Leadership in an amazing city
I decided to do my exchange in Emlyon because I wanted to get out of my comfort zone, and I found a space with very capable People.. participatory, empathetic and full of leadership. I will never forget Lyon, apart from giving me an unforgettable experience, he gave me great friends
A lot of opportunities professionally and socially. A unique program in France.
You can choose your courses and do your internship, exchange whenever you want. It's flexible and adapted to the needs of each student. A great program and a great city! Professionally, it opens a lot of doors for you to find internships or jobs in France or abroad thanks to the network and career events.
MSc in Digital Marketing
Combining both worlds into one, this course gave me all the on-demand technical skills in data science while maintaining a business-oriented approach. Thanks to the strong academic profile of this university I was able to secure an internship and full-time job at Amazon.
Top Business School fostering innovative entrepreneurs
EMLyon is one of the best business schools. The campuses, associations and courses offered provide the students with the best options to build the future they have chosen. The various opportunities to study and work abroad also offer a deeper understanding of the world, not only economy-wise but social, which helps the student become as well a better individual and not only a pre-formated business school student.
Emlyon campus in Paris
It has a great international community and you have access to many international tools, courses and professors. I had many networking events and workshops for students. Campus and some details of the program could have been improved or need to be bigger in order to have a better student life.
Entrepreneurship
Overall good content and good activities.
Lack of administration but still ok.
Good flexibility and liberty offered to the students. Finally, the amount of internship is also a good way to improve qualifications.
Good Reputation and International Business School
The course was not well adapted but it was up to the mark.
The professors are very well experienced and their experience comes in handy while working on assignments.
The facilities on the campus are top class. Truly professional. I really like spending time in the learning hub and using all the available resources.
Lyon is an amazing city. You will never get bored.
MSc International Hospitality Management
The best educational experience of my life so far!
It’s been full of exposure and great connections. From Lyon to London, Paris, Los Angeles and Las Vegas! Truly an exceptional way to discover the world of hospitality.
Real networking opportunities
- meeting new people, specially professionals during seminars or evening meeting at school.
- going abroad to study luxury
- being involved as an ambassador to promote the school and the program I was into (MSc LMM)
- having such a great professional core
white baccalaureate in the world of work
I really appreciated the MS SDAI as a whole. The teaching staff, the different subjects, the university exchange, TEM... I started my internship in a consulting firm having acquired a solid foundation. Downside for CentraleSupélec, which I found far too academic for a program such as this.
Great
Pretty great !
Emlyon business school is a top educational institution known for its outstanding academic programs, nurturing environment, and state-of-the-art facilities. It fosters creativity, critical thinking, and leadership in students.
Emlyon makes us confident!
Since I got into emlyon business school in September 2024, I’ve had many occasions to discover various subjects, but also to gain confidence and strength in several fields. Our « ADN » classes involve active participation and teamwork which enlighten our everyday life here in Lyon.
Teachers are welcoming and available, classes are dispensed in small rooms, all of this turning our studies into a real life experience.
As a top business school in France and in Europe, rest assured that this programme will take you to places you never had the chance to go to.
Worldwide School
If you're looking for a school with an international perspective, emlyon is the place to be. Academic exchange and double-degree opportunities are widely varied around the globe, and the school has 4 international campuses.
Warm welcome
emlyon is one of France's top business schools, offering a wide range of programs and masters degrees that allow students from all backgrounds to perfect their skills. Students are very friendly and student life is dynamic with 42 associations (art, culture, finance...). With the inauguration of its new campus, the school also offers students a highly advantageous working environment right in the heart of Lyon.
Experience at emlyon
My experience in emlyon business school was nothing but fantastic. The professors are very knowledgeable and helpful and are the best in the field to guide you to build your future self. The campus life is also really great and you get to meet amazing people!
A Global and Data-driven Learning Experience
As an international student from Taiwan, currently studying Digital Marketing & Data Science at Emlyon Business School's Paris campus, my experience has been both challenging and rewarding.
1. Academics & Curriculum
The program is highly data-driven, integrating real-world marketing strategies with technical skills like Python, SQL, and machine learning. Professors bring industry expertise and often collaborate with companies, making classes interactive and practical.
2. Campus & Student Life
The Paris campus is a great location for networking, surrounded by top companies and start-up ecosystems. There are plenty of career events, hackathons, and networking opportunities, which have helped me connect with professionals in my field.
3. International Student Experience
Coming from Taiwan, Emlyon provides a diverse and global environment. The school supports international students well, but navigating administrative processes (like visas and housing) can sometimes be challenging. However, the student community is welcoming, and there are many activities and student initiatives to engage with.
4. Overall Impression
I think Emlyon is a great choice for students looking for an innovative, hands-on learning experience in business and technology. While some courses could benefit from even more structure, the real-world projects, industry collaborations, and international environment make it a strong business school for aspiring digital professionals.
Very Good Program and Life-Changing Opportunities
I was truly delighted with my program as it provided me with valuable knowledge and skills. The campus is outstanding, offering an inspiring and welcoming environment for students. Moreover, my program opened up new professional opportunities that I would never have been able to access without completing this Master's degree in Strategy in International Business Development (in partnership with CentraleSupélec). I highly recommend this school to anyone seeking a transformative academic experience!
BBA1 EM Lyon business school
This is my first year at EM Lyon and one of the first factors that makes me love my school is its campus. The location, the layout of the premises, the exteriors... all the facilities are functional and largely allow students to flourish in their studies (very large library, individual and collaborative workspaces, fully equipped rooms that can be booked, catering and relaxation areas, roof... everything is there!) Also, what I particularly appreciate is the format of the courses which combines practice with theory. My program is intended to be very professionalizing, so we have courses and modules that put us in real situations, the professors and external speakers are for the most part people in professional activities in companies which allows us to benefit from concrete illustrations and notable anecdotes. The classes are not very numerous, offering us an opportunity for interaction and group work. In addition to the courses, the school has many very advantageous partnerships for internships and academic exchanges. In addition, the school offers many conferences and workshops at the Makerslab that allow us to educate ourselves and learn new things. Finally, my program is internationally oriented and that is one of the reasons why I chose it: internships and academic exchange abroad. Finally, student life is a real added value for us since the associative life occupies a preponderant place in our course due to the variety of associations, the premises that are reserved but especially the budget that is allocated.
Makers Spirit
Emlyon business school is a incredible university, i've been able to learn a lot of informations, and making contacts and meet a lot of people. The courses are very interesting and i'm looking foward to earn more experiences (academic or professional).This school gave me huge opportunities and still do, I intend to take them and use them, this school change my life, and me as a character. I want to make it known to as many people as possible, and grow the makers spirit!
Digital Marketing and Data Science
Courses are practical, and the program is intensive. We have so many tasks need to fulfill. I love the school provide many career and alumni resources. And also give us many opportunities to approach to different fields.
Current Student
Likes:
abundant resources
the network of alumni is really healpful
wonderful location (center Paris)
a lot of interesting lectures and company visits
the school opens until 2200, great for studying
Dislike:
not enough spaces to study
some study rooms are toooooo cold
some classrooms have limited access to charge and the air is stagnant
Stepping Into the World of Data
I come from a business background, and I stumbled upon Python a few years ago almost by accident. I found myself spending hours debugging code, completely losing track of time. It was as if a new world had quietly unfolded before me, one I hadn’t even realized I was searching for.
But without a scientific background, I felt behind. We tend to put ourselves in boxes, believing certain paths are out of reach. This master’s program proved otherwise. It gave someone like me with a non-technical foundation a chance, it opened the door to data and analytics.
Yes, it’s a challenge. The curriculum is intense, and the learning curve is steep, but the support from professors and peers makes all the difference. The hands-on projects, the balance between theory and application, and the exposure to real-world case studies ensure that learning isn’t just theoretical: it’s practical and impactful. I’ve worked on diverse datasets, from images to audio, passing through the more familiar tabular data, and every project pushes me to think critically and experiment confidently.
One of the standout aspects of this master’s is the collaborative environment. My classmates come from different backgrounds; engineering, business, social sciences, and that diversity makes discussions richer and group work more dynamic.
Slowly but surely, I’m bridging the gap between curiosity and expertise. If you're drawn to data, AI, and the power of code, this master’s might be the door you’ve been waiting to walk through.
The question is: Are you ready to take that leap?
Good school
This school is really very interesting! We learn a lot there and the teachers are professionals and therefore have experience to share with us. The only problem would be just the fact that some teachers are not very educational which makes the lessons sometimes hard to follow...
An excellent school that deserves its reputation
I am a PGE student at emlyon BS and I am completely fulfilled there: the courses are of high quality, punctuated by stimulating group projects and the associative life allows the class to bond and to spend very good times with people who share a common interest or passion. In addition, the academic excellence of emlyon is recognized both in France and abroad, which allows students to benefit from very good internship opportunities and great career prospects. In other words, I recommend emlyon BS
Experience at emlyon
During my time at EMLYON Business School, I discovered a demanding and stimulating academic environment, marked by a strong entrepreneurial culture. The pedagogical approach, focused on learning by doing, allowed me to develop concrete skills in project management and strategic decision-making. One of the highlights of my experience was participating in a business game where we had to manage a fictitious company in a competitive market. This simulation taught me the importance of data analysis and adaptability in the face of economic contingencies. I was also able to interact with professionals at conferences and workshops, which gave me a clearer vision of the challenges of the business world. Finally, the diversity of the student network, made up of international profiles and varied backgrounds, enriched my experience. Working in a team with people with different approaches was a real asset to develop my ability to collaborate and innovate. This immersion at EMLYON has strengthened my entrepreneurial spirit and my desire to evolve in a dynamic environment, where learning is not limited to theory but is anchored in practice and experimentation.
Nice campus
Located near the center of Lyon which allows for easy commute and proximity to stores/restaurants.
Amazing student life, there are events every week (sports, lunches, parties but also networking and work opportunities). Great school if you're interested in consulting or finance as top firms come and teach classes every semester.
Some classes are online and some classes are in person.
If you come as an international student in the MIM program you cannot do exchanges internationally but there are many double diplomas to chose from. French students have the possibility to do exchanges at MIT, UCLA, Bocconi, Berkeley etc.
A Fun and Insightful Learning Experience
Attending emlyon business school has been an incredibly rewarding experience. The MSc in Health Management & Data Intelligence program offers a perfect blend of theory and practical applications, with a strong focus on the healthcare industry. The professors bring a wealth of real-world experience, making the learning process engaging and insightful.
The campus life is vibrant and multicultural, providing opportunities to collaborate with peers from diverse backgrounds. I particularly enjoyed the hands-on projects and the interactive learning environment, which have significantly enhanced my critical thinking and problem-solving skills.
One standout moment was participating in the international seminar, where we visited leading healthcare companies and gained firsthand insights into global industry practices. Another memorable experience was the Transforming Early Makers project, which challenged us to innovate and present solutions to real-world healthcare problems.
The career services team is supportive, offering guidance and resources that help in preparing for the professional world. I would highly recommend this program to anyone looking to develop their skills in healthcare management and data analytics.
#InnovativeLearning #HealthcareManagement #DataDrivenEducation
Excellent education and association system
A very diverse courses and cultures are present in the school.
It was a place where I learned much, especially about job opportunities.
The association life is great. Student can learn a lot of things about the difficulties in work, and allow them to have experience as a future managers.
IMBD PROGRAM
I really like this program, especially the exchange program in South Africa. And it is very interesting to experience the different cultures and different people. I really enjoyed the whole experience of emlyon
IMBD Program
Overall is good, the design of the courses and admins are good. So, i would like to suggest students who are interested in marketing study join this program. Maybe have an opening day for students who would like to visit is good.
