How long does this certification take?

The programme takes 11 Weeks and can be completed self-paced or with live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications carry CPD credits and are internationally recognised.

What level is this certification?

This is a Advanced Level certification.

Email info@certifications.ac, WhatsApp +254 722 223 084, or fill in the enrolment form on this page.

What is included in the fee?

All study materials, study guide, examination, digital certificate and badge. Live option adds tutor sessions and priority support.

Certified Business Development and Sales Expert in France

Q: What is the Certified Business Development and Sales Expert?

The Certified Business Development and Sales Expert is a globally recognised professional certification by the Global Leadership Institute (GLI), designed to equip professionals with advanced competencies in Sales & Marketing.

Executive Summary

Certified Business Development and Sales Expert

Designed for today’s high-impact professionals, the Certified Business Development and Sales Expert (CBDX) 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 CBDX 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 Business Development and Sales Expert

Acronym

CBDX

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

✦Marketing Strategy, Segmentation and Positioning

✦Brand Management and Integrated Communications

✦Sales Process, Pipeline and Account Management

✦Digital Marketing, Content and Campaigns

✦Customer Insight, Analytics and Growth

✦Professional Ethics and Governance

Course Curriculum

Programme Modules

Click any module to explore the detailed curriculum topics included in this certification.

Foundations and Strategic Context of Certified Business Development and Sales Expert

Certified Business Development and Sales Expert: industry context, trends and professional standards
Marketing and sales: scope, roles and value
The marketing concept and customer orientation
The marketing mix and the 7 Ps
Buyer behaviour and the customer journey
The sales function and revenue engine
Aligning marketing and sales (smarketing)
Professional standards and ethics
Digital disruption and modern go-to-market
Brand and reputation as strategic assets
Career pathways and professional development

Segmentation and Proposition

Segmentation, targeting and the useful segment
Value proposition and differentiation
Brand, reputation and communications
Market research and customer insight methods
Campaign planning and the content calendar
Digital channels and performance marketing economics
Negotiation and closing commercial deals
Key account management and account planning
Tenders, proposals and the bid decision
Launching a product into a market
Managing distributors and channel partners
CRM, sales operations and data discipline
Service standards, levels and measuring service
Voice of the customer and acting on feedback
Expanding into regional and export markets

Pricing and Value

Pricing, price architecture and discounting
Value proposition and differentiation
Marketing measurement and attribution
Consultative selling and understanding the buyer
Customer journey mapping and service design
Customer retention, loyalty and lifetime value
Complaint handling and service recovery
Commercial ethics and responsible selling
Route to market and channel design
The sales pipeline and forecasting discipline

Route to Market

Route to market and channel design
Segmentation, targeting and the useful segment
Pricing, price architecture and discounting

Selling by Diagnosis

Consultative selling and understanding the buyer
The sales pipeline and forecasting discipline
Value proposition and differentiation

Customer Journey and Recovery

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value

Measurement and Responsible Practice

Marketing measurement and attribution
Commercial ethics and responsible selling
Customer retention, loyalty and lifetime value

Risk and Compliance

Anti-corruption and honest compliance
Environmental legal compliance
Preparing financial statements
Designing a safety programme or control
Risk assessment methodology and matrices
Dynamic and site-specific risk assessment
Residual risk and ALARP
Risk registers and monitoring
Communicating risk to the workforce
Interpreting financial statements
Regulatory notification and RIDDOR-style reporting
Logistics performance and cost control
Supply chain visibility and control towers
Supply chain risk identification and mapping
Risk assessment and prioritisation

Legal and Terms

Reporting quality and governance
Management accounts and dashboards
Vendor, contract and asset management
Recovery and legal remedies
Contracting and the three-way agreement
ABC analysis and stock policy
Budget vs actual and variance
Legal duties and compliance
Contractor safety management
Policy and public engagement
Regulatory and legal duty
Cost and profitability analysis
Legal and ethical protection
Forecasting and planning
Data visualisation for finance

Campaigns and Projects

Programme cycle management in NGOs
Decision support and insight
Event planning timelines, run sheets and production schedules
Event risk, safety and contingency planning
Demand, master scheduling and material requirements planning
Capacity planning and line balancing
Projects and expansion: connecting the unserved
Range planning and category management
Mine planning and methods: surface and underground
Attachment and developmental theory
Professional roles, boundaries and settings
Quality planning and assurance
Communication planning and management
Building project relationships
Project management software and tools

Operations

The HR function: roles, operating models and value creation
Quality assurance and standards
Continuous improvement of finance processes
Peer support and consultation
Integration with quality and environment
Design review and quality
Productivity, collaboration and workflow tools
Process improvement and lean thinking
Quality management and standards
Productivity and efficiency improvement
The procurement cycle and operating models
Data quality and master data management
The vehicle sales process from enquiry to delivery
In-process quality control and inspection
Industrial utilities, energy and process safety interfaces

Relationships and Partners

Relationship management and cross-selling
Wealth, SME and corporate relationships
Stakeholder communications
Mentoring, sponsorship and developmental relationships
Stakeholder mapping and engagement
Stakeholders and users of financial information
Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Influencing and advising leaders
Fair treatment of stakeholders
Stakeholder engagement plan
Managing boundaries and dual relationships
Ethical frameworks and codes of practice
The project environment and stakeholders
Stakeholder and sponsor management

Ethics and Conduct

Responsible and sustainable governance
Embedding responsible business
Ethics, confidentiality and professional conduct in HR
Data ethics, privacy and responsible analytics
Ethics and duty of care
Professional ethics and duty of care
Legal and regulatory responsibility
Integrity in reporting and investigation
Ethical decision-making under pressure
Sustainability and climate responsibility
Ethics and responsible leadership
Ethics and treating customers fairly in insurance
Regulation, ethics and misinformation in media and telecoms
Ethical principles and codes of practice
Sustaining ethical, effective practice

International Markets

Duty of care and risk management
Legal responsibilities and professional bodies
Client feedback and satisfaction
Managing risk and difficult cases
Lessons learned and development
Global sourcing and trade
Driving effective, ethical outcomes
Transfer pricing and international tax
Cross-border data and transfers
Cross-cultural and global inclusion
Global and comparative HR contexts
Global sourcing and international trade
Designing and facilitating groups
Psychoeducation and workshops
Working with organisations on wellbeing

Change and Adoption

Large-scale transformation and agile ways of working
Designing an intervention or programme
Ethical, risk and feasibility considerations
Digital transformation and IT strategy
Variations, claims and delay: managing change on site
Change talk and readiness
Habit change and behaviour design
Change control and configuration
Organisational change management
Change and adoption in projects
Agile and digital transformation projects
Measuring CX transformation impact
Digital transformation in banking
Foreign exchange and treasury operations
Technology governance and change control

People and Incentives

Employee experience and engagement
Customer and employee satisfaction
Employee engagement models and drivers
The employee lifecycle and HR value chain
Strategic workforce planning and demand forecasting
Workforce and shift management in retail
Professional case study and presentation
Workforce management and scheduling
Workforce planning and scheduling
Key account management strategy
Building strategic customer relationships

Sustainability

Market analysis and environmental scanning
Sustainability and responsible marketing
Evidence-based practice
Risk assessment and safety planning
Monitoring sustainability outcomes
Goal setting and contracting
Monitoring, evaluation and sustainability plan
Sustainability certification and standards
Responsible and sustainable banking
Sustainable and green banking
Control environment and risk assessment
Embedding sustainability in sourcing
Mine water, tailings and environmental management
Integrated and sustainability reporting
Sustainability and social impact in projects

Learning and Research

Learning cultures and the learning organisation
Blended and hybrid learning design
Motivation and self-directed learning
Training needs analysis and learning strategy
Knowledge management and capability building
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Treatment planning and review
Complaint data and learning
Cognitive load and learning science
The learning and development profession
Learning strategy and business alignment

Markets and Customers

Customer experience transformation
Professional ethics in customer service
Customer service and CX strategy
Designing voice-of-customer programmes
Aligning service to brand and business
Sustaining strategic customer focus
Customer and journey analysis
Customer experience strategy
Customer journey mapping
Voice of the customer programmes
Reducing customer effort
Customer expectations and satisfaction
The customer experience (CX) discipline
Ethics and fair customer treatment
Service culture and brand promise

Selling Practice

Succession planning and talent pipelines
Talent sourcing channels and pipelines
Managing complexity and comorbidity
Setting goals, roles and accountability
Negotiation and conflict resolution
Negotiation strategy and planning
Negotiation tactics and behaviours
Sales forecasting
Key account management
Comparable sales analysis and market evidence
Listing, marketing and selling property
Funnel, pipeline and conversion metrics
Commercial negotiation and value capture
Designing a marketing or sales strategy
Account planning and whitespace analysis

Customer Experience

Team leadership in customer service
Customer journey and experience design
Retention, loyalty and lifetime value
Interaction and experience design
Journey management and tracking
Policy administration and customer service in insurance
Destination, venue and experience products
Customer retention in the vehicle ownership cycle
Customer loyalty and repeat purchase in retail
Workplace and organisational contexts
Complaints, accountability and fitness to practise
Journey and process redesign
Complaints, redress and accountability
Prioritising experience investments
Designing a service or experience improvement

Digital Channels

Digital marketing strategy
Email and marketing automation
Marketing technology stack
CRM and marketing automation platforms
Scaling technologies and business models
Digital and market transformation
Digital advisory, e-extension and mobile services
Digital and self-service transformation
Self-service and digital support
Technology selection and integration
Emerging service technologies
Social media management: platforms, communities and algorithms
Telehealth and digital care delivery
Goal setting and action planning
Digital and data-driven go-to-market

Evidence and Analytics

Accountability and follow-through
Security KPIs and metrics
Protecting data and information assets
Insider threat and data loss prevention
Security metrics and reporting
Retail performance metrics: sales densities, conversion and basket
Measurement and analytics for media and social campaigns
Health records, data and confidentiality
Wellbeing and resilience coaching
Measuring coaching outcomes
Analytical techniques and bias
Psychodynamic and psychoanalytic approaches
Strengths, flow and engagement
Record-keeping and data protection
Evidence-based improvement

Commercial Finance

Cost, feasibility and impact analysis
The banking system, intermediation and financial markets
Anti-corruption and financial-crime ethics
Operational efficiency and cost-to-income
Financial statement and cash-flow analysis
Loan structuring, pricing and covenants
Funds transfer pricing
Development banking and project finance
SME lending and value-chain finance
Microfinance and group lending
Financial inclusion and agency banking
Forecasting revenue and demand
Budget, ROI and feasibility analysis
Pricing strategy
Customer lifetime value and profitability

Distribution and Supply

Water supply systems: sources, treatment and distribution
The retail landscape: formats, channels and the informal market
Meaning, purpose and values
Outcome and process measures
Procurement and stock management for health commodities
Conflicts of interest and procurement ethics
Procurement and contract value
Procurement and contract management
Go-to-market and channel strategy
Omnichannel and channel management
Touchpoint and channel design
Digital procurement and the future of the profession
Supply market analysis and Porter’s forces
Logistics and distribution network design
Inventory management and optimisation

Communication

Professional report writing
Managing sensitive communications
Risk registers and reporting
Communications and coordination
Proposal development and donor reporting
The media and telecommunications landscape
The media business: audiences, advertising and subscription
Media planning and buying
Evidence-based practice and research literacy
Financial reporting frameworks (IFRS/GAAP)
Communicating financial results
Professional writing and reports
Psychoeducation and public communication
Writing advisory reports that drive decisions
Reporting to boards and executives

Leadership and Teams

Leadership and management development
Communicating and reporting to leadership
Team leadership within HR
Safety management systems overview (ISO 45001)
Safety culture and leadership
Management and board reporting
Influencing and safety leadership
Data, records and confidentiality tech
Environmental management systems (ISO 14001)
Practice management systems
Management review and improvement
Leading remote and hybrid teams
Team diversity and inclusion
High-performance team rituals and cadence
Self-awareness and the leader's identity

Performance and Targets

Psychometric and screening tools
Managing schedule and budget performance
Setting objectives and marketing KPIs
Marketing and sales KPIs and dashboards
Capacity and performance management
Setting objectives, indicators and targets
Linking CX to business performance
Service KPIs: CSAT, NPS, CES, SLAs
Performance management in service
Coaching for performance
Banking KPIs and branch scorecards
Contract performance and exit
Incident and response performance
Sales performance and pipeline management
Social performance and outreach

Capability Development

Team coaching and the team as client
Cultural context and coaching across difference
Building and running a coaching practice
Training needs analysis
Continuing professional development
Measuring development impact
Feedback and developmental conversations
Career and talent development
Building a coaching culture
Measuring coaching and mentoring impact
Capability and skills frameworks
Facilitation, coaching and mentoring
High-potential identification and talent reviews
Creating a coaching culture
Managing resistance and capability building

Strategic Context

Business model design and innovation
Setting strategic priorities and choices
Aligning teams around strategy
Strategy execution and the balanced scorecard
Strategic decision-making under uncertainty
Measuring strategic progress
Turning strategy into results
Procurement’s contribution to organisational strategy
Sourcing strategies and portfolio (Kraljic)
Strategic customer relationships
Manufacturing strategies: make-to-stock, make-to-order and batch versus flow
Reward strategy and total reward frameworks
Wellbeing and holistic health strategy
Vision, mission and strategic intent
Competitive strategy and positioning

Learning Outcomes

What You Will Achieve

Establish a comprehensive understanding of Certified Business Development and Sales Expert principles aligned with recognised marketing, brand and sales professional standards
Apply evidence-based methods to improve marketing strategy, brand management and sales performance
Master marketing strategy, segmentation and positioning and brand management and integrated communications
Apply sales process, pipeline and account management and digital marketing, content and campaigns in real-world settings
Lead risk management, quality and compliance relevant to your field
Design stakeholder engagement and professional communication strategies
Use data-driven decision-making and performance-measurement tools effectively
Apply internationally recognised best practice to advance your career in marketing strategy

Enrolment Process

How to Get Certified

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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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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 CBDX certification?

The Certified Business Development and Sales Expert (CBDX) 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 CBDX?

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 CBDX 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 CBDX 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 CBDX certification?

The Certified Business Development and Sales Expert is offered in two formats: Self-Paced at USD 399 and Live Virtual at USD 599. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the CBDX 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 CBDX?

The Certified Business Development and Sales Expert 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 CBDX?

The Certified Business Development and Sales Expert carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the CBDX 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 CBDX?

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

Certified Business Development and Sales Expert

Certified Business Development and Sales Expert

Certification at a Glance

Who Should Enrol?

Everything Included in Your Enrolment

Why This Certification Matters for Your Career

Core Competencies You Will Develop

Programme Modules

What You Will Achieve

How to Get Certified

Common Questions

What Our Alumni Say

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