learner-centric programs that drive revenue & power sales
TRANSCRIPT
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
Copyright 2016 Brandon Hall Group
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70
>100
Supported languages out-of-the-box
USACANADAEUROPEMIDDLE 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
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Learner-Centric Programs that Drive Revenue & Power SalesBrandon Hall Group & Docebo
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The Importance of Sales Training
Copyright 2016 Brandon Hall Group
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Top Strategies for Achieving Business Success
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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%
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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
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Areas Targeted for Improvement
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Traditional Sales Training
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Fly Them In…
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Sit Them Down…
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Let Them Loose…
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• 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”
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An event for 25 people could
conservatively cost more than
$100k
$$ Don’t Forget Lost Opportunities $$Source: Forbes
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What Are You Getting for That Money?
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Forgetting Curve
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Actual Event
“Networking” Party
Flight Home
Back to Work
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Poll Question
How much of the sales training your organization conducts is face to face?
• None
• 1%-25%
• 26%-75%
• 75%-99%
• 100%
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Learning Delivery – Use/Effectiveness
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• 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
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Highly Relevant Content
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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
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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
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Brandon Hall Group’s High Performing Organizations (HiPOs)
Majority of key performance indicators increased year over year:• Revenue• Profitability• Customer satisfaction• Market share• Others
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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
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Our learning programs use a mix of formal, informal and experiential elements
HiPOs
90%
Others
76%
Important or Critical to the business
Source: 2016 Brandon Hall Group State of Learning & Development
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We are able to deliver learning experiences tailored to the learners' needs and the subject at hand
HiPOs
83%
Others
66%
Important or Critical to the business
Source: 2016 Brandon Hall Group State of Learning & Development
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The 70:20:10 Effect
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95% 91%
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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.
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Learning is not the outcome
PERFORMANCE IS
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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)
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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!
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What if you could take a totally different approach….Go beyond formal learning
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How can a company like Docebo help?
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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
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
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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
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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
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Monitor and reward top contributors
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- No longer technology dictates the way people learn
- Technology must facilitate and support the natural way people learn
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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
Copyright 2016 Brandon Hall Group
Thank You
David WentworthPrincipal Learning Analyst
Brandon Hall Group@DavidMWentworth
Copyright 2016 Brandon Hall Group
Josh SquiresChief Operating Officer EMEA
Docebo@squires_j
Copyright © 2016 Docebo - All rights reserved. www.docebo.com
Learner-Centric Programs that Drive Revenue & Power SalesBrandon Hall Group & Docebo
Watch The Full Webinar
Watch Full Webinar