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Seb Anthony

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Sales Training ROI


I have been told by a client that they would like to be able to measure in financial terms the effectiveness of the sales training which they want delivering. I was wondering if anybody had any tools or ideas which would allow me to do this. I unerstand there could be many variables to this kind of measurement but your thoughts would be welcome.

Andy Cain

3 Responses

  1. Simple by agreement…
    For me, I’d agree with the client that I would measure sales improvement for a period of x months following the course – they should be able to supply per salesperson figures for this. I’d also agree that it’s not practical to use a control group (which you deny training to) so you can’t give a perfect measure.

    Then I’d agree that we’d attribute 50% of any improvement to the training program, and 50% to other factors (seasonal variation, marketing campaigns, staff changes, management initiatives etc.)

    Then I’d take the figures from the organisation (should be in money not deal volumes) subtract the old numbers and divide the difference by two. A very rough calculation indeed but a reasonably practical one.

    If you read Neil Rackham’s – SPIN sales book you’ll see just how difficult it is (even with huge resources from large organisations behind you) to accurately measure this stuff.

    So don’t, just agree on some principles and agree that the guesstimate is a fair measure in principle.

    Good luck.

  2. Training ROI. Tough – but possible.

    We have developed a web based system with our clients which tracks feedback after the training, personal commitment to trial, monitors progess and sales revenue impact results. We have implmented in the Technology Sales training sapce. Unsure of your organisation and requirement. If this is potentially interesting, please drop me a line or call 0118 965 7760. See us at


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