The ability to generate new revenue isn’t just valuable—it’s vital to an organization’s resilience and long-term growth. When employees across all functions contribute to a sales-driven culture, they help fuel innovation, strengthen the customer experience, and improve operational agility. Having a sales-aware mindset breaks down silos, aligns teams around go-to-market priorities, and empowers smarter, faster collaboration with sales and marketing. Rather than retreat into cost-cutting, revenue generators ask, “Where’s the opportunity?”—turning disruption into growth.
This course demystifies the sales process, equips you with internal selling strategies, and teaches you how to ask the right questions to drive performance. Through hands-on sessions, you’ll master key sales activities, enhance cross-functional impact, and gain the tools to help accelerate business growth—regardless of your role.
Whether you are a non-sales leader in product management, operations, legal, HR, finance, procurement, engineering, IT, communications or marketing, this program will help you understand how your work can identify untapped opportunities for growth. This program is perfect for those looking to drive a sales-driven culture, make more impactful sales decisions, and align better with strategic business goals.
The registration fee includes facilitation by our highly rated faculty members, course materials, hands-on exercises and projects, meal service (continental breakfast, lunch, and breaks)*, a certificate of completion from McGill University, Canada's most internationally recognized university. To successfully complete the course and receive your certificate of completion, you must attend all sessions and complete the pre-work for each session.
*Meal service is included for in-person programs only.
