The purpose of this thesis is to develop IT distributors sales culture for the future. The need for this study comes from the acknowledged problems with current sales leadership: sales development has slowed down and competitors and reaching same position and fast.

Thesis will study the reasons behind slowing sales development and to find right ways to improve current status so that the future strategic targets could be reached.

The goal in the study is to start the change in the company’s operations, company sales operations structures and in sales management. The thesis will also offer a model for management of sales culture for the future. To reach the goal of the thesis the study will operate closely on themes: sales leadership, sales culture, and coaching of individuals.

The approach to study was deep analyses of the current status of the culture to understand the reasons behind the company’s development. Approach to analyzes were interviews, inquiries, swot analyses and brainstorming where company employees participated in. With action research, which implemented together with personnel and management there were many development areas that were implemented; Building of sales organization, sales management model including roles and responsibilities for both sales personnel and managers. Also based on knowledge and training needs 1-2-1 model was build for managers to use that for development of individuals and their performance.

All the implemented changes were done during the thesis timeframe and with the changes company was able to reach majority of strategical targets for 2019. Leadership topics and change management involved a major part of the thesis theory and end results. Thesis final implemented models are a good base for future development of sales force, sales leadership and building of customer centric sales culture for the future.