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Strategically Managing Sales
Turning Technical Expertise into Sustainable Sales Success
Successful technical sales require more than in-depth product knowledge. Companies need to identify relevant customer potential, structure their sales processes effectively, and align the technical value of their solutions with market requirements.
In the compact program Strategically Managing Sales, you will learn how to develop a market-oriented sales and customer strategy, manage sales processes professionally, and measure sales performance using clear objectives and key performance indicators.
The program provides practical sales management expertise tailored to industrial and technology-driven companies.
✓ Develop sales strategies: Derive specific sales objectives and measures from the overall corporate strategy.
✓ Identify customer potential: Segment and prioritize customers using clear and transparent criteria.
✓ Structure sales processes: Design digital and traditional sales processes as well as sales funnels and pipelines.
✓ Manage sales performance: Define meaningful objectives and key performance indicators for effective sales management.
✓ Align organizations with the market: Analyze sales structures, responsibilities, and channels and develop them strategically.
Technical Sales Require a Clear Strategy
Today, customers expect more than technically compelling products. They expect solutions that address their specific challenges and provide clear and demonstrable economic value.
Structured sales processes are particularly important for complex products and services that require explanation. Sales organizations need to understand which customers offer the greatest potential, how opportunities should be prioritized, and which activities genuinely contribute to closing a sale.
Strategically Managing Sales provides you with the tools to plan sales strategically, manage them systematically, and continuously improve sales activities rather than leaving success to chance.
From Customer Potential to Sales Performance
The program covers the central elements of professional sales management, including customer strategies, segmentation, sales planning, sales processes, sales channels, and performance management.
You will learn how to assess customer potential and translate your findings into clear priorities for market development. You will also explore how to define sales objectives, select relevant key performance indicators, and transparently manage sales funnels and pipelines.
The result is an integrated sales approach that combines technical expertise, customer orientation, and commercial objectives.
Overview | Strategically Managing Sales
Format: Part-time, three-day compact program
Teaching hours: Thursday to Saturday, 9:00 a.m.–6:00 p.m.
Language of instruction: English
Venue: TU Wien
Date: November 12–14, 2026
Participation fee: €1,800.00
Certificate: Certificate issued by the TU Wien Academy
Lecturer: Prof. (FH) Mag. Dr. Karl Pinczolits
Registration deadline: October 31, 2026
The program combines academically grounded concepts with practical questions and challenges from professional sales environments. Expert input, case studies, group work, analyses, and moderated discussions enable participants to transfer their newly acquired knowledge directly into their professional practice.
Participants reflect on existing sales approaches and apply the methods presented to specific markets, customer groups, and organizational challenges.
After completing the program, you will be able to:
- derive a sales strategy from the overall corporate strategy
- systematically analyze market and customer potential
- segment, classify, and prioritize customers
- define sales objectives and specific targets for sales teams
- select and interpret relevant sales key performance indicators
- design digital and traditional sales processes
- systematically plan and manage sales funnels and pipelines
- analyze and evaluate different sales channels
- align sales organizations with market requirements
- assess and further develop sales performance
The compact program is designed for technicians, engineers, and natural scientists who already work in sales or wish to take on responsibility for customers, markets, and sales organizations in the future.
It is particularly suited to:
- executives and team leaders in technical sales
- sales managers in industrial and technology-driven companies
- technical sales professionals and sales engineers
- key account managers with a technical background
- product and project managers with customer responsibility
- managing directors and decision-makers in technology-oriented companies
- technical experts preparing to take on a sales-related leadership role
Previous sales experience is helpful but not required.
Prof. (FH) Mag. Dr. Karl Pinczolits
Managing Director, MCD Institute for Sales
Karl Pinczolits specializes in improving sales performance at both the strategic and operational level. Before becoming a consultant and lecturer, he worked in sales positions at companies including Siemens and Schrack Ericsson.
For many years, he headed a department at the University of Applied Sciences Wiener Neustadt and was responsible for international sales competitions in Europe and Southeast Asia. Today, he teaches at institutions including the St. Gallen Business School and the Management Institute St. Gallen.
His work combines sales strategy, performance management, and the practical development of sales organizations.
Modern sales require innovative strategies, new capabilities, and a clear direction. Sustainable success does not happen by chance. It is created through structured growth and sales strategies, effective leadership, and the right approach to customers.
Managing Sales Systematically
With Strategically Managing Sales, you will complement your technical expertise with a sound understanding of customer management, sales management, and sales performance.
You will learn how to make data-driven sales decisions, prioritize relevant opportunities, and align processes so that technical solutions result in sustainable customer relationships and commercial success.
No. The program is suitable both for experienced technical sales professionals and technical experts taking on commercial or sales-related responsibilities for the first time. Practical sales experience is helpful but not required.
The main focus is on strategic and structural sales management. At the same time, the program provides practical insights into sales processes, customer potential, pipelines, and specific management tools.
The content is explored through case studies, group work, and discussions. You will have the opportunity to apply the methods and tools presented to specific challenges from your professional environment.
You should allow approximately 10 to 15 hours for preparation and follow-up work. Additional time may be required to complete case studies or group assignments.
Yes, the language of instruction is English.
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