How Much Are You Investing in Sales Training? [Data]

September 15, 2016 | Molly Buccini
How Much Are You Investing in Sales Training? [Data]

How Much Are You Investing in Sales Training?

If you’re like most B2B sales leaders, better training is at the top of your sales enablement priorities. In fact, training ranked as the top service offering within sales enablement solutions in CSO Insights’ 2016 Sales Enablement Optimization study.

When it comes to how much organizations are willing to invest in sales training, there’s a large difference between organizations with a sales enablement function and those without. Unsurprisingly, those with a sales enablement function invest significantly more.

Here’s a look at the numbers:

  • For both sales managers and salespeople, the majority of monetary investments per trainee range between $500 and $2,500.
  • 30.4% of respondents said their social selling training is in need of “major redesign.”
  • The training area “most in need of change” according to 50.5% of respondents was customer’s marketplace training.
  • In terms of effectiveness, sales methodology and process training is the most successful training component, with 7.5% of respondents saying this type of training “exceeded expectations.”

Want the full CSO Insights 2016 Sales Enablement Optimization study? Click here to download your free copy.

The disconnect between salesperson vs. sales manager training

Money aside, notice the frightening statistic below that shows 18.4% of sales managers aren’t receiving training at all – compared to the 6% of sales reps who don’t receive training. To break that down:

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How Much Do You Spend on Training per Salesperson Per Year?

How Much Do You Spend on Training per Salesperson Per Year?

How Much Do You Spend on Training per Sales Manager Per Year?

How Much Do You Spend on Training per Sales Manager Per Year?

As Steven Rosen pointed out in a recent blog post, the repercussions are severe when salespeople aren’t given the proper tools to succeed in management roles. His research suggests 40% fail in their first 18 months.

Updating sales training to be more than a one-time event is one piece of the sales enablement puzzle that’s critical. The reality is, B2B sales has changed – your training should, too.

“Those that refuse to change, that refuse to find new and creative ways to enable their resources, are going to fail,” Forrester’s Mary Shea said in a recent video. “Their organizations are going to get commoditized, and their businesses are going to get left behind.”


Want to see more data? Download CSO Insights’ full 2016 Sales Enablement Optimization Study here.

On-demand webinar: Listen in as an expert panel of sales enablement and training professionals discusses the latest trends in sales manager training, with recent data from Sales Management Association. Listen now.

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