Measuring Sales Training Effectiveness to Impact Sales and Business Performance


When conducting sales training, organizations expect to increase sales performance and enhance the business with more revenue. But how training has been evaluated for many years is by measuring completion metrics. The idea of understanding who viewed a piece of content or who completed a module has left the business and managers with minimal access to data on where to coach their sales reps. Completion data can mask a lot of business risk because it only tells us that training has occurred.

By completing training, we are essentially checking a box and investing more money towards the next topic or training session. However, what it doesn’t tell us is: did your sales reps learn and remember what they were supposed to, did they apply the knowledge in front of customers, was training worth the investment and did it meet a specific business goal. By measuring proficiency instead of completion, sales training is now able to align their training to the actual needs of the business and move the needle on the areas of risk.

In this session, you will learn more about:

  • Measuring sales reps’ proficiency and retention of learning content and why it’s a much more powerful metric compared to tracking only completion data.
  • Enabling managers with meaningful data for providing better coaching and performance support to develop sales reps.
  • Aligning your sales training programs to the needs of the business in real-time.



Ryan Gay
Senior Manager of Global Sales Development