Learner-Centric Programs that Drive Revenue & Power Sales

Learner-Centric Programs that
Drive Revenue and Power Sales
Performance
David Wentworth
Principal Learning Analyst
Brandon Hall Group
@DavidMWentworth
Josh Squires
Chief Operating Officer EMEA
Docebo
@squires_j

Learning & Development
Talent Management
Leadership Development
Talent Acquisition
Workforce Management
RESEARCH PRACTICES
Copyright 2016 Brandon Hall Group

Follow us on Twitter: @BrandonHallGrp | www.brandonhall.com
70
>100
Supported languages out-
of-the-box
USA
CANADA
EUROPE
MIDDLE EAST
4 Oﬃces
Worldwide client base across
numerous industries
Our obsession: innovation, design and customer success
32
>1000
Employees across 4 locations
and >50 regional partners
Founded2005

Copyright © 2016 Docebo - All rights reserved. www.docebo.com
Learner-Centric Programs that Drive Revenue & Power Sales
Brandon Hall Group & Docebo
Watch The Full Webinar
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The Importance of Sales Training

Top Strategies for Achieving Business
Success
People Strategy 25.4%
Business Strategy 19.6%
Operational Strategy 15.1%
Sales Strategy 8.6%
Innovation Strategy 7.8%
Product Strategy 6.8%
Learning Strategy 5.5%
Marketing Strategy 4.5%
Financial Strategy 3.8%
IT Strategy 1.5%

Overall sales performance 50.8%
Relationship management 19.0%
Closing deals 9.5%
Inside sales performance 4.8%
Managing deal flow 4.8%
None 11.1%
Most Pressing Sales Training Needs

Areas Targeted for Improvement

Traditional Sales Training

Fly Them In…

Sit Them Down…

Let Them Loose…

• Sales Program - $3,500 - $25,000
• Airfare – Average $800 per person
• Hotel – 3 Nights @$200/night
• Meals - $150 per day
• Group Activities - $300/person
• Room Rental $2500/day
• Other “stuff”
An event for 25
people could
conservatively
cost more than
$100k
$$ Don’t Forget Lost Opportunities $$
Source: Forbes

What Are You Getting for That Money?

Forgetting Curve
Actual
Event
“Networking”
Party
Flight Home
Back to Work

Poll Question
How much of the sales training your
organization conducts is face to face?
• None
• 1%-25%
• 26%-75%
• 75%-99%
• 100%

Learning Delivery – Use/Effectiveness

• Contextual
• Role
• Location
• Development path
• Small
• Short videos
• Quick updates
• Informal
• Everyday
• Ad hoc
• Mobile
• Down time
• Moment of need
• Social
• Discussions
• Recommendations
Embedded Learning is Essential

Highly Relevant Content

The Impact of Tailored Content
53%
of companies consider the inability
to customize content as a
significant challenge to
implementing the learning strategy
Brandon Hall Group, State of L&D, 2015

Knowing Your Audience
Items included in learner profiles:
Organizations need
to get to know
their learners in
the same way
retailers get to
know their
customers

Brandon Hall Group’s High Performing
Organizations (HiPOs)
Majority of key performance
indicators increased year over
year:
• Revenue
• Profitability
• Customer satisfaction
• Market share
• Others

We have multiple learning opportunities outside of the
classroom (virtual or face to face)
HiPOs
93%
Others
75%
Important or Critical to the business
Source: 2016 Brandon Hall Group State of Learning & Development

Our learning programs use a mix of formal, informal and
experiential elements
HiPOs
90%
Others
76%

We are able to deliver learning experiences tailored to the
learners' needs and the subject at hand
HiPOs
83%
Others
66%

The 70:20:10 Effect
95% 91%

Some Strategies
1. Virtual Role Playing
What was once traditionally a face-to-face exercise can now be done anywhere, anytime. Sales professionals
can put their product knowledge, objection strategies and messaging to the test by working together through
virtual scenarios. Virtual sales roleplaying is a technique that allows learners to make constructive mistakes
when it won’t cost them a deal. More importantly, managers can track how well a rep performs in a controlled
environment.
2. Gamification
By nature, sales professionals are a competitive group. Gamification engages and empower sales teams by
adding a layer of game-like elements and ranking to non-game situations.
You can benchmark a standard of performance while rewarding the right selling behavior. You can use it to
deliver positive reinforcement and manager feedback.
Underperforming team members can see how they stack up against peers and access the training tools needed
to help them climb the leaderboard.
3. Short videos
Sales professionals are typically very pressed for time. There isn’t much daylight between opportunities for
huge chunks of training. Bite-sized videos have proven to be more effective than hour or day-long sessions. As
attention spans continue to shrink, providing short bits of information can lead to an overall increase in
learning retention. Mobile video allows team members to watch training videos on their own time, at a
comfortable pace.

Follow us on Twitter: @BrandonHallGrp | www.brandonhall.com Copyright 2016 Brandon Hall Group
Learning is not the outcome
PERFORMANCE IS

Salespeople are hungry for information
They are natural social learners
Often don’t take (or retain) long, structured courses
Typically have a short attention span (26 seconds* for
a learning video)
What makes people hard to train?
They don’t go to the Learning & Development Team
They go to their experts
* ATD 2016 Panel on Sales Enablement and Mobile (Microsoft, Lynda.com, Swiss VBS)

The challenges companies face...
● Products are being improved constantly
● New products are launched
● Competitive landscape is always changing
● Customer needs are adapting
● Sales best practises are evolving
A more modern approach to
training is critical!

What if you could take a totally different approach….
Go beyond formal learning

How can a company like Docebo help?

Learn
Organize, track and
distribute online courses for
formal learning.
Coach
Let learners ask questions
and get answers from SMEs
within your organization
giving them the information
they need, when they need
it
Share
70%
Experiential
20%
Social
10%
Formal
InformalFormal
Beyond Formal Learning: Coach and Share
Capture user generated
knowledge from the experts in
your organizations, validate it
through peer-review and
share it across teams, all while
building a culture that rewards
top performers

Informal and Social Learning
Q&A threads
Best Answers
Locate/map
experts to areas of
expertise
Capture/upload
video or document
Peer review,
curation and
categorization
Knowledge Library
Rated assets
Ask questions
Get answers
Grow
knowledge capital
Coach Share
Track, measure
and reward top
contributors

Formal and Informal content, together
Browse learning content
with categorized channels
Mix formal and informal,
bite-sized learning content
Track and measure
contributors and consumers
of shared knowledge

Monitor and reward top contributors

- No longer technology dictates the way people
learn
- Technology must facilitate and support the
natural way people learn

Summary
• Learning is no longer the outcome
– performance is
• 70/20/10 Framework:
– Should not be applied in the traditional
formulaic approach
– Learning needs to be blended &
personalized

Thank You
David Wentworth
Principal Learning Analyst
Brandon Hall Group
@DavidMWentworth
Josh Squires
Chief Operating Officer EMEA
Docebo
@squires_j

Learner-Centric Programs that Drive Revenue & Power Sales

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Learner-Centric Programs that Drive Revenue & Power Sales