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The Leading Sales management platform was founded in 2013 by Prof. Dr. Werner Seidenschwarz and has since been operating as a brand of Seidenschwarz & Comp. GmbH, an international management consulting company, supplemented since 2021 by the founding of Leading Sales GmbH, locally based opposite the Sisi Castle in Possenhofen on Lake Starnberg and at the locations of the participating companies.

Participants at the first management circle in 2013 in St. Moritz, Switzerland, were the sales executives

  • Holger Böhme, then managing director of sales and marketing for the Citroën brand at PSA Germany

  • Andreas Penkert, then Managing Director Sales and Marketing for Germany, Austria, Switzerland and Denmark at Pirelli.

The Leading Sales executive group format, which dominated the founding phase, remains one of the central building blocks of the community today.

Prof. Dr. Werner Seidenschwarz

Werner Seidenschwarz, founder and managing director of Leading Sales GmbH, has been active in corporate practice for 30 years in leading positions as a subject matter expert, partner, board member and managing director in industrial and service companies.

He is also the founder of the international Starnberg Management Days.

In addition, he is managing partner of Seidenschwarz & Comp. and, together with his colleagues, has been advising B2B companies in their core areas of strategy, innovation and sales as well as change management for 20 years.
After his habilitation on change management at the University of Stuttgart, he was a professor at the Institute of Business Administration at the Technical University of Munich in the early 2000s. In 2010, he attained the dignity of Honorary Professor of Strategic Management at the Faculty of Mechanical Engineering at the Technical University of Munich.

Prior to that, he completed his doctorate in 1993 on the topic of "Target Costing - market-oriented target cost management", the world's first monograph on target costing. At that time, the focus was on the core questions "What should a product cost us?" and the question that is always essential for sales: "What is the customer willing to pay for?"

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In addition to his work with leading international corporations and renowned medium-sized companies in corporate practice, he has been teaching since 2001 as a professor or guest speaker at the London School of Economics, the National University of Singapore, the University of Stuttgart, the Freie Handelshochschule Leipzig and the Johannes Kepler University Linz.

In numerous publications (including 10 books) he made innovative contributions to the further development of management methods.


For the work in Leading Sales and in Sales, he concentrates entirely on corporate practice according to the motto "from practice for practice".


In cooperation with sales and marketing leaders from more than 25 B2B companies, he leads the community with its key formats. Today he is supported by a three-person advisory board.

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