Sales Education Foundation


Dedicated to Sales Education

In 2007, a small number of universities provided any sales or sales management class or considered Professional Sales as part of their offerings for business students. Our founders, Howard and Sally Stevens, wanted to change that.

Howard Stevens speaking at the National Sales Leadership Conference in 2008.

The Sales Education Foundation represents the realization of a longstanding vision of founders Howard and Sally Stevens. Through their work as co-founders and leaders of Chally Group, now part of GrowthPlay, they recognized the need for a more consistent, rigorous approach to sales education.


A national survey of hiring managers confirmed their belief – that students with formal sales training exhibit superior performance compared to their peers without an academic sales background. After more than a decade of working informally with universities and sales professionals, the Stevens created our non-profit organization, assembled a founding board of directors and forged connections with inaugural university partners and sponsors.


SEF’s “elevate the sales profession through university education” mission is supported through the creation of educational materials, raising public awareness regarding the benefits of professional sales careers and provision of scholarships. As a component fund of The Dayton Foundation, SEF’s impact is felt by university sales students, sales programs and businesses worldwide.