The ultimate test for CHROs: Promoting change within sales teams to embrace the digital era

A session hosted by Financial Times | IE Business School Corporate Learning Alliance

Companies have traditionally sold their products and services through B2B sales teams. However, the online world is fundamentally changing the professional-to-professional sales approach.

How far are digital channels replacing the traditional sales force? Can the two approaches complement each other to engage better with the customer—and if so, how?

Based on extensive research and experience in the sector, Pablo Foncillas Diaz-Plaja, Advisory Board Member at Globalpraxis and member of the FTIECLA educator network, sets out some of the challenges and complexities in integrating offline and online teams in professional sales.

The session will explore digital transformation and techniques, based on real data and multiple case studies, to find the right balance between these two approaches from an omnichannel perspective. Issues to be addressed will include:

  • The key challenges facing organizations with strong sales teams that want to develop on-line sales.
  • The truth about the clash between traditional sales and digital channels.
  • How HR departments and CHROs can support a new sales strategy.


15.30 – 16.00  Coffee and registration
16.00 – 17.00  Session
17.00 – 17.30  Networking cocktail

Pablo Foncillas Diaz-Plaja
Pablo Foncillas Diaz-Plaja has combined an academic life with his roles as an executive and consultant for several companies. He is author and co-author, respectively, of the books, Sin miedo al cambio (Not afraid to change, EUNSA, 2016, in second edition) and Moda en el entorno digital (Fashion in the digital environment, EUNSA, 2015). At present, an important part of his work, is related to the digital environment, how it is enriching the commercialization processes and models of companies, and how it has an impact on the company results.