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Measuring the Success of Sales Training by Patricia Pulliam Phillips, Jack J. Phillips

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2 Evaluation Planning and Data Collection

Achieving Business Alignment

As the sales profession has matured, accountability for sales training effectiveness has increased. In the past, we could provide nearly any talent development solution, including sales training, to clients and measure the success of that solution based on self-reports. But in a world of tighter budgets, less time, and fewer resources, this is no longer enough. Instead, the very real demands for sales training accountability require that we shift from an activity-based approach to a results-based approach to sales training, as outlined in Table 2-1. As a result of sales training, managers are now requiring a visible improvement in selling skills and a positive effect on the ...

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