The main objective was to create a comprehensive European university course dedicated to Inside Sales, capable of developing the digital, analytical and strategic skills required by businesses. The project also aimed to define a scientifically validated skills profile, produce accessible multimedia teaching materials such as OER, and test a blended learning model geared towards student work readiness. Another key objective was to strengthen cooperation between universities and businesses to promote educational innovation and support curriculum modernisation processes. The project also aimed to encourage the adoption of Inside Sales courses within European universities and to disseminate the use of open badges to certify the skills acquired in a recognisable and marketable way.
The LISA project was born out of the growing need to bridge a significant gap between university education and the skills required by the labour market for new digital commercial roles, such as Inside Sales Agents. European universities do not offer structured courses in inside sales, despite the strong demand for profiles capable of integrating digital, analytical and interpersonal skills to operate in hybrid and data-driven contexts. At the same time, companies are finding it difficult to recruit suitably trained talents. For this reason, it was necessary to define an updated professional profile based on scientific evidence and real market needs, and to develop an innovative, accessible and replicable training programme capable of supporting students and young professionals in upskilling and reskilling processes and increasing their employability.