معرفی
Paolo Guenzi serves as Associate Professor in the Department of Marketing at Bocconi University and SDA Bocconi School of Management. He directs SDA Bocconi's Department of Marketing and Commercial Excellence Lab while teaching in Executive MBA programs and leading specialized sales management courses for global corporations.
His academic foundation includes a Marketing degree and Ph.D. in Business Economics from Bocconi University, augmented by IMD's International Teachers Programme (2006).
- B.Sc. Marketing, Bocconi University
- Ph.D. Business Economics, Bocconi University
- ITP Certification, IMD (2006)
Guenzi's research pioneers three interconnected domains: sales management innovation, digital transformation of sales forces, and relationship marketing optimization. He investigates how sales leadership drives team performance, the mechanics of commercial excellence frameworks, and strategic integration between marketing and sales functions—particularly in business-to-business contexts where digital disruption demands new organizational capabilities.
His recent publications reveal accelerating focus on digital solution selling methodologies and crisis-responsive sales adaptations following global events like the COVID-19 pandemic. The work demonstrates how non-monetary motivators and empowering leadership enable sales organizations to navigate digital transformation while maintaining performance—evident in his 2024 Journal of Personal Selling & Sales Management study on digital solution sellers.
As Director of SDA Bocconi's Commercial Excellence Lab, Guenzi leads interdisciplinary teams collaborating with multinational corporations to develop evidence-based sales frameworks. His executive education initiatives—including the 'Competenze per vendere' program—translate this research into actionable strategies for sales leaders managing complex B2B relationships and digital channel integration.
