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📈 Sales & Marketing  ·  Advanced

Certified Sales & Customer Retention Specialist

Online Certification  ·  11 Weeks  ·  Globally Recognised  ·  (SCRS)

✅ 2026 Edition 🎓 CPD Accredited 🌍 100+ Countries 📜 Digital + Physical Certificate 100% Online
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Executive Summary

Certified Sales & Customer Retention Specialist

Designed for today’s high-impact professionals, the Certified Sales & Customer Retention Specialist (SCRS) delivers a rigorous Advanced-level curriculum that equips participants with the knowledge, tools and frameworks needed to excel in marketing strategy, brand management and sales performance.

This 11 Weeks programme is structured around recognised marketing, brand and sales professional standards, ensuring every graduate applies internationally validated methods to real-world challenges.

GLI’s SCRS holders are recognised by leading organisations across Africa, the Gulf, Europe and the Americas as qualified, results-driven professionals. Whether you are advancing your current career or transitioning into new responsibilities, this certification provides the competitive edge you need in 2026 and beyond.

Programme Overview

Certification at a Glance

Certification
Certified Sales & Customer Retention Specialist
Acronym
SCRS
Category
Sales & Marketing
Level
Advanced
Duration
11 Weeks
Delivery Mode
100% Online
Assessment
Online Examination
Certificate
Digital + Physical
CPD Eligibility
CPD Accredited
Alumni Benefits
GLI Network Access
Self-Paced
USD 449
Live Virtual
USD 649
Target Audience

Who Should Enrol?

  • Sales and Marketing Executives
  • Brand and Product Managers
  • Business Development Professionals
  • Account and Media-Relations Managers
Programme Inclusions

Everything Included in Your Enrolment

  • All study materials and study guide
  • Access to GLI online learning portal
  • Online examination and assessment
  • Digital certificate and digital badge
  • Physical certificate (shipped to you)
  • CPD credits for professional bodies
  • GLI alumni network membership
  • Facilitator and tutor support
  • Resource downloads and reference library
  • Automatic enrolment confirmation
Certification Benefits

Why This Certification Matters for Your Career

Career Advancement
Accelerate your career towards senior marketing, sales and commercial leadership roles
Professional Recognition
Credential aligned with recognised marketing, brand and sales professional standards
Operational Excellence
Apply world-class frameworks to improve performance and outcomes
Strategic Thinking
Develop the analytical and strategic skills demanded at the executive level
Compliance Readiness
Master the standards, compliance and ethical governance central to marketing strategy
Global Employability
Qualify for marketing strategy roles across brands, agencies, corporates and growth-stage enterprises worldwide
Competency Framework

Core Competencies You Will Develop

✦Customer Retention Architecture
✦Customer Lifetime Value
✦Renewal Programmes
✦Upsell Retention
✦Retention Offer Architecture
✦Churn Prediction
Course Curriculum

Programme Modules

The full programme, module by module.

Core CurriculumModules 1–20 · specific to Certified Sales & Customer Retention Specialist · module 20 is the capstone
1
Customer Retention Architecture
Client relationships, accounts and retention · Retention, loyalty and the economics of keeping customers · Customer retention in the vehicle ownership cycle · Key account management and retention
2
Customer Churn Analysis
Market and customer analysis · Customer and journey analysis · Customer effort and sentiment analysis · Customer segmentation and needs analysis
3
Retention Segmentation
Marketing strategy: segmentation, targeting and positioning · Account management, retention and growth · Segmentation, targeting and positioning (STP) · Segmentation, targeting and the useful segment
4
Customer Lifetime Value
Customer lifetime value · Defining the problem: charter, scope and customer value · ROI, CAC and lifetime value · Retention, loyalty and lifetime value
5
Retention Risk Indicators
Indicators and KPIs: designing measures that survive contact with people · Indicators: choosing what to measure and what it will tell you · Channel and partner sales · Inside sales and telesales
6
Customer Loyalty Systems
Customer loyalty and advocacy · Customer loyalty and repeat purchase in retail · Customer-centric operating models · Sustaining strategic customer focus
7
Renewal Programmes
Organisational maturity, assessment and improvement programmes · Leadership development: designing programmes that transfer · Sales negotiation: BATNA, concessions and discount governance · Transformational leadership and organisational renewal
8
Win-Back Campaigns
Campaigns, advertising and integrated communication · Leading campaigns and sales projects · Brand and reputation as strategic assets · Brand strategy, identity and equity
9
Cross-Sell Retention
Cross-sell and up-sell · Cross-functional collaboration with product and service · Comparable sales analysis and market evidence · Launching a product into a market
10
Upsell Retention
Demand planning and sales and operations planning · Data ethics and customer privacy · Customer and employee satisfaction · Data protection and customer privacy
11
Customer Feedback Systems
Voice of the customer and feedback · Customer (employee/manager) satisfaction · Jobs to be done and customer insight · Buyer behaviour and the customer journey
12
Service Recovery Interfaces
Service recovery and the recovery paradox · Service recovery: complaints, resolution and what restores trust · Complaint handling and service recovery · Resilience: recovery, adaptability and sustainable performance
13
Retention Offer Architecture
Qualitative and quantitative research · Competitive and market intelligence · Market and price information systems · Digital and market transformation
14
Customer Engagement Campaigns
Engagement mechanics: attention, activity design and gamification · Campaign or go-to-market plan · Route to market: direct, indirect and the economics of each · Market entry: options, sequencing and the first customers
15
Retention Data
IT governance, compliance and data protection obligations · Data protection and privacy by design · Development research: designing studies that inform policy · Building the learning brand
16
Churn Prediction
Value innovation and uncontested market space · Investment regulation and market conduct · Open-source research: rigour, verification and lawful limits · Digital product management and discovery
17
Retention Metrics
Talent metrics and workforce reporting · Funnel, pipeline and conversion metrics · Requirements, user stories and product decisions · External analysis: industry structure, forces and market definition
18
Customer Loyalty Measurement
Paid media and display · Social media and community · Conversion optimisation · B2B, B2C and B2B2C selling
19
Retention Optimisation
Writing reports and business documents that get read · Workplace and interpersonal communication · Working and communicating in virtual settings · Corporate communication and reputation
20
Sales and Retention Strategy Project
Marketing strategy and the mix · Pricing strategy · Digital marketing strategy · Digital marketing strategy and channels
Professional ElectivesModules 21–30 · common to all GLI certifications · broaden your professional range
21
Strategic Communication and Executive Presentation
Vision, purpose and translating direction into work · Audience-centred communication and message structure · Executive leadership: the board interface and enterprise stewardship · Persuasive structure: framing, evidence and the ask
22
Leadership and Team Effectiveness
Leadership identity, style and the limits of style · Leadership assessment, feedback and continuous self-review · Leadership versus management and when each is needed · Situational and adaptive leadership
23
Analytical Thinking and Evidence-Based Reasoning
Creativity and critical-thinking development · Analytical techniques and bias · Evidence-based improvement · Problem framing: symptoms, definition and scope
24
Professional Decision-Making
Managerial decision-making, bias and decision rights · Escalation and decision-making · Decision support: briefs, options and judgement under pressure · Decision frameworks: criteria, weighting and trade-offs
25
Negotiation, Influence and Stakeholder Management
Negotiation preparation: interests, options and the walk-away · Power, followership and organisational politics · Negotiation: preparation, interests and value creation · Concessions, anchoring and the shape of a bargain
26
Project and Execution Management
Proposals, bids and the business case · Project roles and the project manager · Developing the project business case · Planning, scheduling and personal workflow systems
27
Financial Literacy for Professionals
Financial reporting standards and their application · Financial management for the operating manager · Liquidity, funding and balance sheet management · Management accounting: costing, budgeting and decision support
28
Digital Skills, AI and Technology for Professionals
Digital workplace, collaboration and user support · Productivity, collaboration and workflow tools · Tools for interaction and collaboration · Working with data: quality, interpretation and honest presentation
29
Ethics, Governance and Professional Accountability
Ethical leadership: integrity, tolerated behaviour and moral courage · Ethics, conduct and speaking up · Business development risk, ethics and integrity · AI for managers: adoption, oversight and governance
30
Personal Effectiveness, Productivity and Career Growth
Emotional competence: awareness, regulation and expression · Self-awareness, strengths and the accuracy of self-image · Emotional intelligence and self-regulation · Priority: outcomes, importance and the urgency trap

Every module opens in the learning portal with its full lesson set, worked examples, further reading and video masterclasses. 30 modules · 150 lessons.

Learning Outcomes

What You Will Achieve

  • Customer Churn Analysis — applied to your own work
  • Retention Segmentation — applied to your own work
  • Customer Lifetime Value — applied to your own work
  • Retention Risk Indicators — applied to your own work
  • Customer Loyalty Systems — applied to your own work
  • Renewal Programmes — applied to your own work
Enrolment Process

How to Get Certified

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Step 3: Study in the GLI Learning Portal
Work through 30 structured modules and 150 lessons at your own pace, with downloadable resources and expert-designed content — all inside the LMS.
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Step 4: Pass, Get Certified & Verified
Sit your final examination online, earn your certificate instantly, and receive a globally verifiable Certificate ID — plus GLI Alumni Network access.
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Frequently Asked Questions

Common Questions

What is the SCRS certification?

The Certified Sales & Customer Retention Specialist (SCRS) is a Advanced-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the SCRS?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the SCRS certification take to complete?

The programme is structured over 11 Weeks and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the SCRS internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the SCRS certification?

The Certified Sales & Customer Retention Specialist is offered in two formats: Self-Paced at USD 449 and Live Virtual at USD 649. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the SCRS certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the SCRS?

The Certified Sales & Customer Retention Specialist is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the SCRS?

The Certified Sales & Customer Retention Specialist carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the SCRS while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the SCRS?

Graduates progress towards senior marketing, sales and commercial leadership roles. The SCRS strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Graduate Voices

What Our Alumni Say

“

The curriculum was directly applicable to my daily work. I immediately applied what I learned and saw results within weeks of completing the programme.

Marketing Director
Private Sector
“

GLI's certification is the most practical professional programme I have attended. The international frameworks gave me credibility with my employer and clients.

Brand Manager
NGO Sector
“

I earned my SCRS while working full-time. The self-paced format made it possible, and the quality of the content is genuinely world-class.

Head of Sales
Government
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