Executive Program in Go-to-Market Strategy
Specialized course
Executive Program in Go-to-Market Strategy
The Executive Program in Strategic Distribution & Route-to-Market Excellence is an advanced course for executives, commercial directors, and entrepreneurs who manage distribution networks and want to maximize their sales performance, profitability, and market resilience. The program blends strategic MBA frameworks, real business cases, and practical tools from Fortune 500 leaders to help participants transform distributor management into a sustainable competitive advantage.
Program StructureThe program is designed into 8 sections, each lasting 1.5–2 hours. Delivery can be tailored to participants’ needs:Online format: 4 weeks, 2 live sessions per week for progressive learning.Intensive: 2 full days of concentrated workshops with follow-up coaching sessions.Mixed format: Combination of in-person and online sessions, depending on location.
Price:Full Programme — Corporate: €4,000Full Programme — Individual: €400Single Lecture Purchase: €600 per lecture (corporate rate)
Full Course Agenda
Section 1. Logic and algorithm for building a sales strategy
Intro
Section 2. A brief overview of the strategic analysis tools and concepts used in MBA programs and in this course
● Main steps of strategic analysis● Level of Competition in the Industry, Porter’s 5 forces● McKinsey Matrix● Value chain● Integration – vertical, horizontal, forward, backward● PESTLE analysis● Other concepts
Section 3. Which channels to focus on?
● Understanding the role of the sales channel for the consumer. Shopping mission. Implications for the sales strategy● Benchmarking of sales concentration by channel vs an industry● Prioritisations of sales channels. McKinsey matrix
Section 4. How to cover sales channels most efficiently
● RTM, Sales Generation Model, Distribution Model. Definitions● Identification of Key Sales Drivers● Factors determining the Sales Generation Model in the channel● Examples of Sales Generation Models:● FMCG classics - channels and products● Specialised sales channels● Know how products and specialised sales channels● Diapers case, on the range of choices of sales generating models for high-margin products
Section 5. Selection of Distribution Model
1. Selection of Distribution Model:
Direct supply contracts or sales through intermediaries/distributors
Van-selling vs Pre-selling
Wholesaling (types and role of wholesalers, proper price positioning of wholesalers, validation of the effectiveness of the wholesaling model using Nielsen data and internal data)
2. The 'Van-selling' case study, on the Van-selling business model as a factor of success and failureSection 6. Selecting distributors
● Distributor classification. Types of distributorsDistributor Profile:
Quick check list (quality of the portfolio of brands, Diversification in Capital intensive industries, property structure, etc.)
Screening questionnaires - strategic and operational● Strategic segmentation of distributors● Diapers. Distribution strategy● "Passportisation", about the distribution business model as a success factor in specialised sales channels (B2B2C)Section 7. Distributor management
● Analysing the distributor's value chain● What do we buy from distributor● Building meaningful system of KPIs and Trade Conditions per type of distributor● Financial and commercial transparency of the distributor● Managing operational efficiency of the distribution model:
=> Benchmarking of distributors
=> Economic threshold of coverage
=> ROI, Macro risk Management
=> Levers for managing operational efficiency
=> Pricing policy by sales channels, management of each sales channel's share in total distributors
=> Minimising "in-transit" investments in tradeSection 8. Distributor pool management
● Why consolidate distributors and how to manage the process? ● Consolidation limits - criteria and calculation● Tools for managing negotiating power and strategic resilience:
Value Chain Decomposition/Functional Backups
Territorial backups
Direct sales● Contraindications for consolidation of distributors● Consolidation case, on achieving 10% growth through distributor consolidation● Omnichannelisation and development of the distributor for the future
Learning Outcomes
By completing the program, participants will be able to:
● Develop the right distribution model for each sales channel and align it with the company’s overall business strategy within a given market context.● Build effective criteria and processes for selecting distributors with the right profile to become strategic partners.● Manage and lead distributors strategically, ensuring financial transparency and measurable KPIs.● Master the tools and methods for managing bargaining power between suppliers and distributors, regardless of their size difference.● Consolidate distributor portfolios to improve margins and growth and understand the limits of the consolidation process. ● Decentralize Distribution when necessary.● Reduce risks and costs by applying a strategic approach to negotiation practices.
Program Dimensions & Scope
Industries & Product Groups
Beverages, Dairy Products, Distribution, Hygiene, Household, Meat & Poultry, Medicine, Pet Care, Processed Food, Professional Coffee Machines, Retail Sales, Tobacco Products and more
Sales Channels
B2B, B2B2C, Beauty Salons, Coffee Shops, Fast Foods, Food Courts, Food Delivery, Government Institutions, HORECA, Hospitals & Clinics, Internet Sales, Kid Shops, Kiosks, Offices, Open Markets, Petrol Stations, Pharmacies, Post Office, Retail Chains, Specialized Channels and more
Route-to-Market
Direct Sales (pre-selling, van-selling, expert sales, teleselling, combinations), Distributors, Logistics Service Providers, Wholesalers (active and passive), Traders, Specialized Distributors, Aggregators, and more.
Whether you're a CEO, founder, or sales leader, this course provides practical insights to help you make informed, strategic decisions that will fuel your business growth.