Most sales management undergraduate courses teach students about sales management rather than how to successfully manage a sales team. A desire to change this paradigm resulted in a newly designed hands-on, skill-based sales management course that uses business case studies in combination with students developing, practicing, and performing the hard (analytic) and soft (people) skills needed to succeed as sales managers. Results indicate that students learned important competencies related to their ability to calculate and interpret marketing analytics for decision making, as well as in developing effective sales coaching skills.