Sales training content is the most critical aspect of your training program which is why LearnCore recently partnered with John Barrows to deliver his sales training content directly through our platform. LearnCore customers can access the content and drastically improve their sales enablement training and onboarding programs. To help kickoff this new partnership, we’re taking a closer look at how to measure the results of sales training content, and why it’s so important.
Your sales training content should help your reps sell more. They should be developing skills, honing in on strategy, and building confidence so they can close more deals. The only way to tell if your sales training content is moving any of those needles forward is to look at the data.
The Metrics Behind Sales Training Content Effectiveness
Monitoring data driven metrics will give you the clearest insight into whether your current training content is driving results from the sales team.
Companies lose at least $1 trillion a year on lost sales productivity and wasted marketing budget. How do you make sure you’re seeing a positive ROI and that your sales content is actually working?
Start by asking one simple question:
Has revenue increased since the launch of your new sales training content?
If it has, and everything else has remained relatively constant within your organization, your training content may be working. If it hasn’t, it’s time to dig a little deeper.
Our expert tip? Even if revenue has increased you should still understand which metrics are moving the needle. When you know what’s working, you know where to invest more resources for an even bigger return.
If you haven’t seen a bump in revenue, take a closer look at metrics for your sales team:
- Was there an increase in number of deals closed?
- Were a higher number of sales reps meeting and/or exceeding their quotas?
- Did the time to first sale decrease?
- Did sales team productivity increase?
These metrics should give you a better idea of where your training is having an impact.
For example, if the number of deals closed increased, but revenue has remained constant, your sales reps may be focusing on the wrong type of deals. Try adjusting your sales content to help them focus on higher-value deals.
Or, if the time to first sale decreased but you aren’t seeing a bump in revenue, your reps may be plateauing early. Does your sales training content trail off abruptly after a big ramp up period? You might want to reconsider the frequency of your strategy.
If none of your team level metrics are moving in the right direction, you’ll need to head back to the source. Is your new sales training content the root of the problem? Consider what might be dragging down your content by exploring things like:
- What do you sales reps think of the new content? If they hate it, don’t expect great results.
- How is the new content being delivered? Employees like video, interactive components, and online mobile access.
- Did your sales reps understand the content? You should be tracking their progress and level of understanding with online quizzes and other gamification tools.
- Does your content inspire real action? It’s important to establish CRM activity baselines so you can compare pre- and post-trends.
- Is your content providing continuous reinforcement? Without regular reinforcement your new sales training content will be quickly forgotten and a wasted investment.
Once you’ve accurately assessed the results of your sales training content, you’ll need to take action and put the right fixes in place. After your first round of readjustments, get ready to start all over again. To maintain meaningful results you’ll need to coordinate regular content maintenance by monitoring metrics for new trends and developments that need to be addressed.
Want More on Sales Training Content?
- Make, Find, or Buy: Which Sales Training Content Strategy is Best?
- Sales Effectiveness Starts with Messaging
- 13 Ways to Help Your Reps Give Better Sales Demos