Meeting the instructional needs of both students and sales practitioners is a common challenge for sales educators. The dynamic and ever evolving nature of the sales landscape, in conjunction with the need to align sales curriculum with relevant business practices is the focus of this article. Building on previous research, this study investigates critical topics and training methods currently utilized by industry in order to assess the relevance of content and pedagogy of the sales curriculum. Utilizing qualitative exploratory research methods, the authors identified content, key selling skills, and pedagogy as preferred by sales practitioners. A sales curriculum framework is then proposed that aligns and prioritizes these content topics, skills and pedagogical tools.