Recognised for the continued development of Carlsberg's Key Account Management capability, delivered with Expression for Growth.
Carlsberg Group has won a Silver Award at the 2026 Brandon Hall Group HCM Excellence Awards®, one of the most respected recognition programmes in the human capital management industry, in partnership with Expression for Growth, a specialist provider of commercial skills capability training. The award was won in the Sales Performance category, for Best Program for Sales Training and Performance.
The winning entry, KAM Advanced: Elevating Global Sales Performance Through Immersive, Insight-Led Learning, recognises the continued development and delivery of Carlsberg's Key Account Management Advanced programme for its commercial teams across global markets. It is the second consecutive year that Carlsberg's Key Account Management capability development has been recognised by Brandon Hall Group, following a Silver Award in 2025 for Best Results of a Learning Program, and now a Silver Award in 2026 for Best Program for Sales Training and Performance, underlining the sustained impact of Carlsberg's investment in commercial capability.
Brandon Hall Group's HCM Excellence Awards are judged by a panel of independent industry experts against a 30-point scale spanning five criteria: fit to business needs, programme design, delivery, measurable benefits, and overall impact.
An Immersive Approach to Commercial Learning
KAM Advanced builds on several years of investment in Carlsberg's Key Account Management capability, shaped by Carlsberg's Commercial L&D team together with internal subject matter experts across Value Management, Sales Execution, and e-commerce. Working together with Expression for Growth, Carlsberg evolved the programme from a virtual format to a focused, five-day, in-person learning experience hosted in Copenhagen, Carlsberg's home since the company's founding in 1847. Participants progressed through strategic customer development, value management and storytelling, and advanced negotiation, supported by a structured pre-assessment process to ensure each cohort was well matched to the programme.
The experience was woven into Carlsberg's heritage, including a visit to the company's historic brewery, reinforcing the programme's themes of innovation, craftsmanship, and continuous learning.
Strong, Measurable Results
The programme delivered strong results, including:
- A significant increase in participant Net Promoter Score, averaging 85 across cohorts.
- A 100% pass rate in post-training assessments.
- Consistently high participant feedback scores of 3.9–4.0 out of 4 across core commercial capabilities, including preparation, customer understanding, questioning, and storytelling.
- Growing internal demand, with the programme becoming oversubscribed.
Carlsberg's Commercial L&D team led a structured measurement and embedment approach, including engagement with line managers and follow-up assessments at three and six months, confirming that the skills and behaviours developed during the programme were being sustained and applied by participants in their day-to-day roles.
“This award is a proud moment for Expression for Growth and recognition of what has been achieved together with Carlsberg. Together, we’ve created a programme that builds real commercial capability and helps people apply their learning with confidence and impact,” said Nick Todd, Experience Director at Expression for Growth.
About Expression for Growth
Expression for Growth is a specialist provider of commercial skills capability training for multinational enterprises, delivering programmes across North America, Latin America, EMEA, and APAC. Founded in 2000 and headquartered in Fareham, UK, Expression for Growth partners with global organisations to design and deliver immersive, high-impact learning experiences that translate directly into commercial results. Learn more at www.expressionforgrowth.com.
About Carlsberg Group
Founded in 1847 and headquartered in Copenhagen, Denmark, Carlsberg Group is one of the world's leading brewery groups, with beer and soft drinks sold in more than 150 markets across Western Europe, Eastern Europe, and Asia. Carlsberg employs approximately 37,000 people worldwide. Learn more at www.carlsberggroup.com.
About the Brandon Hall Group HCM Excellence Awards
The Brandon Hall Group HCM Excellence Awards® recognise organisations around the world that have successfully deployed programmes and strategies with a measurable impact on business performance, across learning and development, talent management, talent acquisition, leadership development, human resources, sales performance, diversity, equity and inclusion, and the future of work. Learn more at excellenceawards.brandonhall.com.
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