About this paper

Appears in:
Pages: 2924-2932
Publication year: 2013
ISBN: 978-84-616-2661-8
ISSN: 2340-1079

Conference name: 7th International Technology, Education and Development Conference
Dates: 4-5 March, 2013
Location: Valencia, Spain

LINKING SALES TRAINING TO BUSINESS IMPACT: A FRAMEWORK TO MEASURE THE EFFECTIVENESS OF SALES TRAINING IN THE IT SOLUTION SALES INDUSTRY

M. Brenner1, D. Kilian2, P.J. Mirski2, R. Bernsteiner2, T. Zangerl2

1PDAgroup GmbH (AUSTRIA)
2Management Center Innsbruck, Internationale Hochschule (AUSTRIA)
In recent times, human capital is recognized as the essential driver of organizational competitiveness, and organizations are, despite economic downturns, investing in employee development. Because investment comes along with learning and development, it requires the same level of accountability as other organizational functions, involving executives with high expectations for results.
The purpose of this thesis is to develop a systematic and balanced approach to measuring the impacts of sales training programs in the industry of IT solution sales. In order to achieve accountability with the suggested measurement model, it involves not only micro-level measurement criteria but also firm-level indicators which establish linkages between organizational training, its impact on human capital and skill formation and the effects on corporate performance. The research areas of sales and knowledge management with a special focus on IT solution sales as well as corresponding evaluation methods are examined. In addition to the literature review, a survey research was conducted to scrutinize reasonably applicable measurement levels for the evaluation of sales training programs in IT solution selling and performance indicators for each stage.
The key findings of the thesis are integrated into a measurement model capturing a balanced view of the domains in an organization that are impacted by sales training programs. The developed model consists of the five measurement levels of training input, sales people attitudes and learning, sales behaviour, business results and return on investment. A set of easy and nonetheless accurate metrics for each measurement level that are especially meaningful in the IT solution sales industry are suggested. Finally, the findings are discussed and implications for both academics and practitioners are drawn.
@InProceedings{BRENNER2013LIN,
author = {Brenner, M. and Kilian, D. and Mirski, P.J. and Bernsteiner, R. and Zangerl, T.},
title = {LINKING SALES TRAINING TO BUSINESS IMPACT: A FRAMEWORK TO MEASURE THE EFFECTIVENESS OF SALES TRAINING IN THE IT SOLUTION SALES INDUSTRY},
series = {7th International Technology, Education and Development Conference},
booktitle = {INTED2013 Proceedings},
isbn = {978-84-616-2661-8},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {4-5 March, 2013},
year = {2013},
pages = {2924-2932}}
TY - CONF
AU - M. Brenner AU - D. Kilian AU - P.J. Mirski AU - R. Bernsteiner AU - T. Zangerl
TI - LINKING SALES TRAINING TO BUSINESS IMPACT: A FRAMEWORK TO MEASURE THE EFFECTIVENESS OF SALES TRAINING IN THE IT SOLUTION SALES INDUSTRY
SN - 978-84-616-2661-8/2340-1079
PY - 2013
Y1 - 4-5 March, 2013
CI - Valencia, Spain
JO - 7th International Technology, Education and Development Conference
JA - INTED2013 Proceedings
SP - 2924
EP - 2932
ER -
M. Brenner, D. Kilian, P.J. Mirski, R. Bernsteiner, T. Zangerl (2013) LINKING SALES TRAINING TO BUSINESS IMPACT: A FRAMEWORK TO MEASURE THE EFFECTIVENESS OF SALES TRAINING IN THE IT SOLUTION SALES INDUSTRY, INTED2013 Proceedings, pp. 2924-2932.
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