Mounia Cherkaoui

I help sales teams turn strategy into real behaviours in the field.

Most strategies do not fail because they are wrong. They fail because people do not apply them consistently.

After 20+ years in sales, sales leadership, and capability development, this gap between strategy and execution has become the focus of my work.

I started where it matters most: with customers.

For 13 years, I carried sales targets, managed key accounts, developed new business, and navigated complex customer decisions. I learned early that what looks good in theory does not always work in a real sales conversation.

For the past 7 years, I have focused on one question: How do you make change stick?

At Canon Europe, I worked with sales teams and leaders across 15 EMEA markets on sales transformation, sales leadership, strategic account management, value-based selling, and behaviour change.

Today, I help sales teams improve how they sell, lead, coach, and execute through:

• Sales Enablement

• Sales Leadership Development

• Strategic Account Management

• Value-Based & Consultative Selling

• Change Management

• Facilitation, Coaching & Learning Design

What makes my approach different is the mix of real field experience, behavioural insight, and practical execution. I understand the pressure of carrying a target and the challenge of helping people change how they sell and lead.

I believe training alone rarely changes performance. Real progress happens when people are supported, coached, challenged, and reinforced around the behaviours that matter.

My goal is simple:

Helping sales teams close the gap between knowing what to do and actually doing it.

English • French • Spanish • Arabic