Building a World-Class Sales Capability Ecosystem

THE CHALLENGE

ABC’s sales teams are renowned for their product knowledge. But in a competitive industrial market, that alone is no longer enough. Two capability gaps needed solving: salespeople needed structured frameworks for the full sales cycle, and the commercial team needed a stronger strategic foundation — from customer segmentation to global pricing.

The bigger challenge: how do you make rigorous, framework-heavy content genuinely engaging for a field sales workforce, at scale, across regions?

THE APPROACH

Two interconnected curricula. One creative philosophy: immersive, gamified learning that puts people inside a story and makes frameworks stick through practice — not passive consumption.

Sales Skills Curriculum — 6 modules

Six Critical Skills  ·  Resolve Objections  ·  Consultative Selling Framework  ·  Account Development Framework  ·  Developmental Coaching Framework  ·  Sprint Negotiations Framework

Commercial Capability Curriculum — 4 modules

Service Portfolio  ·  Customer Segmentation in Tiers  ·  Engaging with Strategic Accounts  ·  Strategic Business Basics

Every module features a recurring protagonist navigating real-world challenges, supported by game mechanics — scoreboards, competency meters, tiered badges — that create healthy competition and genuine engagement. Each digital experience complements classroom and vILT sessions.

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WHAT SETS THIS APART

Ten modules. Five years. One consistent creative universe that learners recognise and return to. Scoreboards trended on internal portals. Learners arrived at classroom sessions better prepared. What began as a single simulation in 2021 has grown into a multi-year curriculum that now defines how ABC builds commercial capability globally.

Every module has been recognised at industry level — across Brandon Hall and LearnX awards — not as a one-off, but as part of a sustained, growing body of work.

OUTCOMES

Each module directly triggered the commissioning of the next — the clearest signal of impact. Learners came out framework-ready and confident, with measurable shifts in how they approached selling conversations, account planning, and coaching.