Transformation: Collaborate to Elevate

By Sally Stevens, Co-Founder, Sales Education Foundation (SEF) and
Joan E. Rogala, IOM, CAE – CEO, Pi Sigma Epsilon

As we look ahead to the future of sales education, we are embarking on a transformative journey that underscores the power of collaboration and shared vision. This year marks a defining moment in the history of the Sales Education Foundation (SEF)—one of change, growth, and renewed purpose. It is not just a transition but a powerful opportunity to elevate our collective efforts in shaping the future of the sales profession.

A New Era: Collaboration at the Core
After 14 years of visionary leadership, we bid farewell to Marty Holmes, whose tenure as Executive Director of SEF was instrumental in establishing the foundation as a trusted resource for universities, industry, and future sales leaders. Marty’s work connected academia with the real world of sales, providing grants, career development opportunities, and tools like the Chally Predictive Talent Assessment to help prepare the next generation of sales professionals.

Marty’s retirement signals the beginning of a new chapter for SEF—a chapter defined by an exciting new partnership with the PSE National Educational Foundation (PSE-NEF). This collaboration is more than a merger of organizations—it is the embodiment of our theme, Transformation: Collaborate to Elevate. Together, SEF and PSE share a unified vision: to foster a stronger, more interconnected sales education community that will help shape the leaders of tomorrow.

The Power of Partnership: A Shared Vision for the Future
The partnership between SEF and PSE is a perfect fit, aligning both organizations’ missions to advance sales education, raise awareness of the profession, and develop a diverse and inclusive workforce. By bringing together SEF’s long-standing network and expertise with PSE’s robust programming, we are creating a platform for even greater impact—one that spans the entire sales education ecosystem.

This collaboration presents an exciting opportunity for all stakeholders—whether you are an academic, researcher, employer, or sales leader—to contribute to the advancement of the profession. By pooling our collective resources, we can amplify our influence and broaden the scope of opportunities available to sales students and educators alike.

A Legacy of Commitment: Honoring Our History
The journey that led to this partnership began more than two decades ago with a simple conversation over lunch. In early 2006, Ken Hartung of Ohio University’s Shey Sales Center reached out to Howard Stevens, CEO of the Chally Group, to discuss the need for a national focus on sales education at the university level. That lunch became the spark that ignited the formation of the University Sales Education Foundation and, ultimately, the Sales Education Foundation.

Through hard work, vision, and collaboration, the SEF Advisory Board was formed, and SEF’s first Annual was published in partnership with Selling Power Magazine, highlighting the few sales programs in existence at the time. Since then, SEF has worked tirelessly to connect new and established sales programs, and to create a thriving network of sales educators, industry professionals, and academic leaders who share their knowledge and expertise. What began with a handful of programs has now grown to more than 240 recognized university sales programs—an incredible testament to the dedication and generosity of all involved.

As we look back on this legacy, it is clear that the growth of sales education has been driven by the collaboration and generosity of our community. SEF’s commitment to fostering partnerships and sharing best practices has played a pivotal role in shrinking the timeline for program formation from five years to just over one and a half. This transformation has been nothing short of remarkable.

Looking Ahead: Expanding Opportunities for Collaboration
As SEF moves forward in this new phase, our focus remains on fostering collaborations with universities, industry partners, and like-minded organizations. Our work with PSE-NEF opens new avenues for advancing sales research, hosting educational conferences, and creating fresh opportunities for collaboration.

Together, we will continue to elevate the sales profession, ensuring that tomorrow’s leaders are equipped with the knowledge, skills, and opportunities needed to thrive in an ever-changing world. Our collective vision is a future where sales education is not only recognized but celebrated as an essential part of professional development across all industries.

An Invitation to Join the Transformation
This transformation is not just about SEF or PSE—it is about all of us. We invite all educators, researchers, employers, and leaders in the sales education space to join us in this exciting journey. Your involvement is key to helping us shape the future of sales education and ensure the next generation of sales professionals is prepared to tackle the challenges of tomorrow.

Together, we can create a future where collaboration drives innovation, education elevates the profession, and the sales community thrives in an environment of mutual support and shared success.

A Heartfelt Thank You
We would like to express our deepest gratitude to everyone who has supported SEF’s mission over the years, especially Marty Holmes for her outstanding leadership, and to Sally and Howard Stevens for their unwavering commitment. We also thank the SEF Advisory Committee and the entire sales education community for their dedication and vision.

The future is bright, and together, we will continue to transform and elevate the sales profession for years to come.

Transformation is possible when we collaborate to elevate the sales profession.