CEL – Commercial Excellence Lab | SDA Bocconi

CEL is the first Italian knowledge lab focused on the commercial excellence and based on an enduring collaboration between academics and leading enterprises.

CEL – Commercial Excellence LAB
  • To promote research and continuous development of the skills in sales and management required to improve sales performance
  • To contribute to improving the professionalism and reputation/attraction of the world of sales
  • To support and accompany companies in understanding and managing the variables that dictate sales performance


Thanks to its continuous research, CEL supports the companies in better understanding the changes occurring in today’s market and the variables affecting the sales world. Thus, helping to the growth of the business reputation both of the companies themselves and of those who work there.

The Value Model

Know How Generation
CEL annually promotes structured applied research activities in cutting-edge issues in sales, with a practical approach that combines methodological rigor with managerial relevance to meet the specific needs of companies.


Know-How Sharing
Constant exchange with companies is key to both the development of know-how and its dissemination. By participating in CEL, companies can share problems and best practices. Events, round tables, workshops and webinars are just a few of the services offered to partners and some are also offered to the wider sales community.


Spread knowledge and disseminate research in a targeted manner allow for the creation and dissemination of a culture of excellence and professionalism in sales processes and organizations with a positive impact on their reputation.


All of CEL’s initiatives and activities cooperate in improving companies’ sales reputations and professionalism, contributing to making them at the same time an attractive employment choice for talented candidates.


The activities of the CEL - Commercial Excellence Lab are addressed to:


  • all companies concerned about their sales reputation, innovation and the continuous improvement of their sales processes;
  • commercial organizations;
  • CEO/General Manager, BU Director, Regional Business Manager, Commercial Director, Sales Director, Sales Manager, Marketing Director/CMO, Trade Marketing Professionals, Digital Manager, HR Managers;
  • all sales roles or external to the sales function, but in close contact with it;
  • academics and national and international institutions interested in the topics of commercial excellence.

Becoming a partner

To achieve its ambitious goals, CEL uses the contribution of ideas and experiences, as well as the active involvement and financial support of partner companies. For anyone interested in taking part, there are two levels of engagement and financial contribution to the project: Main Partnership and Partnership. Each type of partnership corresponds with different benefits and services. For more information, please contact us at: cel@sdabocconi.it

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