Course Topics

  • Company Vision/Mission
  • Ideal Seller Profile
  • Core Values and Culture
  • Sales Operations Functions
  • Company Story
  • Integrated Go-To-Market Strategy
  • Differentiated Value Proposition
  • Ideal Customer Profile
  • Sales Motion

Learnings & Takeaways

  • How culture drives better sales results
  • Why vision and mission matter
  • How to integrate core values into go-to- market approach
  • Best practices for telling your company story
  • How to design and message unique differentiated value propositions
  • Creating a defensible Ideal Customer Profile
  • Designing your best sales motions
  • Building your Ideal Seller Profile
  • Structuring Sales Operations to proactively drive and reinforce culture and strategy
  • How to fuel customer movements
  • Leveraging culture to align all departments and decision-making
  • How to build an integrated go-to-market & sales strategy

Adjunct Faculty

Adjunct faculty

Kelly Breslin Wright has over 30 years of experience in leadership, sales, operations, and strategy. Kelly is a passionate believer in the power of infusing culture into the sales approach. She helps companies integrate vision, mission, core values, and storytelling into their go-to-market strategies and execution to best motivate, engage, and inspire customers and employees. Kelly has promoted and led this Culture Driven Sales methodology as a C-level executive, as a public and private company board director, and as an adjunct university professor.

Kelly has served as an Independent Director and Advisor for multiple Boards. Earlier in her career, Kelly spent 12 years at Tableau Software, where she led worldwide sales and field operations as Executive Vice President of Sales. She joined as the company’s tenth employee and first salesperson, and she helped grow Tableau into a multi-billion dollar public company. Kelly grew Tableau’s worldwide sales and field operations from zero to $850M in revenue and managed over half of the company’s 3,400 global employees. Before Tableau, Kelly spent time at Bain & Company, McKinsey & Company, Bank of America, Dale Carnegie Training, AtHoc, and Southwestern Advantage. She earned her BA from Stanford University and MBA from The Wharton School at the University of Pennsylvania. Kelly is active in multiple women on boards organizations and speaks regularly on topics including sales, go-to-market, growth, culture, transformation, leadership, high-performance teams, and diversity.

"Kelly Wright’s Culture Driven Sales course has been an invaluable addition to the Foster School of Business curriculum. MBA programs have long overlooked the critical importance of sales to the overall success of many marketing initiatives - Culture Driven Sales informs this gap by directly linking the sales function to not only the firm’s marketing strategy but also to its broader mission and vision. Kelly Wright’s enthusiasm for and insight on this topic has deeply resonated with Foster MBAs - in just a few short years her course has become one of the most sought after courses in our entire program!"

Professor Mark Forehand
Professor Mark Forehand

Chair Department of Marketing and International Business, UW Foster School of Business