Learner-Centric Programs that Drive Revenue & Power Sales

Learner-Centric Programs that Drive Revenue and Power Sales Performance

David WentworthPrincipal Learning Analyst

Brandon Hall Group@DavidMWentworth

Josh SquiresChief Operating Officer EMEA

Docebo@squires_j

Learning & Development

Talent Management

Leadership Development

Talent Acquisition

Workforce Management

RESEARCH PRACTICES

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Worldwide client base across numerous industries

Our obsession: innovation, design and customer success

Employees across 4 locations and >50 regional partners

Founded2005

Learner-Centric Programs that Drive Revenue & Power SalesBrandon Hall Group & Docebo

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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

$$ Don’t Forget Lost Opportunities $$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)

Others

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

Others

We are able to deliver learning experiences tailored to the learners' needs and the subject at hand

Others

The 70:20:10 Effect

95% 91%

Some Strategies

1. Virtual Role PlayingWhat 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. GamificationBy 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 videosSales 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.

Learning is not the outcome

PERFORMANCE IS

Salespeople are hungry for informationThey 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?

LearnOrganize, track and distribute online courses for formal learning.

CoachLet learners ask questions and get answers from SMEs within your organization giving them the information they need, when they need it

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 threadsBest Answers

Locate/map experts to areas of

expertise

Capture/upload video or document

Peer review, curation and

categorization

Knowledge LibraryRated assets

Ask questionsGet answers

Growknowledge 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 WentworthPrincipal Learning Analyst

Brandon Hall Group@DavidMWentworth

Josh SquiresChief Operating Officer EMEA

Docebo@squires_j

Learner-Centric Programs that Drive Revenue & Power SalesBrandon Hall Group & Docebo

Watch The Full Webinar

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Learner-Centric Programs that Drive Revenue & Power Sales

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