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Measuring the Success of Sales Training

A Step-by-Step Guide for Measuring Impact and Calculating ROI

By  Patti P. Phillips, Jack J. Phillips

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It has never been more important to show examples of sales skills at work. The process to evaluate these skills is sometimes perceived as straightforward and routine, simply a matter of tracking the sales gains after the program has been conducted. But credibly Measuring the Success of Sales Training programs is a bit more involved than that. Experts in the practice of ROI measurement, Jack and Patricia Phillips have collected a new book of ROI case studies, with a focus on sales training programs. The case studies presented in this book demonstrate how to use of the ROI Methodology to properly measure the results of sales programs.

These studies come from all over the world, in many different disciplines and concentrations, from financial services to the public sector. The use of the ROI Methodology addresses issues that are sometimes omitted from other casebooks. First, since many other factors influence sales, there must always be a step to isolate the effects of the sales training program on the sales (each study features this step). Second, when converting to monetary value, only the profit margins of increased sales must be used, not the sales themselves—a mistake made by many. Third, the stream of monetary benefits for the increased profits must be conservative, usually representing only one year.

Sponsors need a credible, conservative approach to measuring ROI—one that meets these challenges.  All of the case studies in this book will address these issues, providing examples and benchmarks for others to use to evaluate these important types of programs.


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Patti P. Phillips

Patti Phillips is president and CEO of the ROI Institute and is the ATD Certification Institute's 2015 CPLP Fellow. Since 1997, she has worked with organizations in more than 60 countries as they demonstrate the value of a variety of programs and projects. Patti serves on the board of the Center for Talent Reporting, as Distinguished Principal Research Fellow for The Conference Board, and as faculty on the UN System Staff College in Turin, Italy.

Patti has written and edited numerous books and articles on the topics of measurement, evaluation, and ROI. Recent publications include Measuring the Success of Leadership Development, Making Human Capital Analytics Work, Measuring the Success of Learning Through Technology, Measuring the Success of Organization Development, and Measuring Leadership Development: Quantify Your Program's Impact and ROI on Organizational Performance.

Jack J. Phillips

Jack J. Phillips, PhD, is chairman of the ROI Institute and a world-renowned expert on measurement and evaluation. Phillips provides consulting services for Fortune 500 companies and workshops for major conference providers worldwide. Phillips is also the author or editor of more than 100 articles and 75+ books, including  Measuring the Success of Leadership Development: A Step-by-Step Guide for Measuring Impact and Calculating ROI (ATD Press). His work has been featured in the Wall Street Journal, Bloomberg Businessweek, Fortune, and on CNN.


Finally, something specific around measurement of sales training. Once again, this duo has created a  comprehensive  and robust  resource specific to sales training . I especially liked the case studies and data collection plans. There is a plethora of resources to mine from this publication and every sales learning professional will benefit from reading it. Well done, Jack and Patti!  

Angela Siegfried, CPLP, AIP
Allied Account Leader, Nationwide Sales Academy

Wow, I redesign sales training for a living, and here’s a rare tool every sales executive should own. The charts alone are spectacular and can be used to quickly implement an analysis before and after your programs are run. I’ll be giving this potent book, Measuring the Success of Sales Training, to a lot of my clients and prospects in 2013.

Dan Seidman
Author, The Ultimate Guide to Sales Training

Determining the ROI in sales training has been an elusive goal for most companies. Few third-party training firms are willing to sign up for a number, while many sales leaders suggest that there are just too many variables to make sense of it all. Others try measuring outcomes, but the math just doesn’t add up. Enter Measuring the Success of Sales Training. With a deep understanding of the challenges around measurement and case studies to support their assertions, the Phillips have given us the knowledge and tools to get the job done, once and for all. This book is a must-read for anyone responsible for sales training or writing the check.

Dave Stein
CEO & Founder, ES Research Group, Inc.

The ROI measurement of sales training has come a long way since Jack Phillips’s classic, Measuring Return On Investment was published 15 years ago. This up-to-the-minute book offers sophisticated methods that match the new world of complex selling.  It is a welcome and useful contribution that will do as much to help serious practitioners today as his well-known work did in the 1990s.

Neil Rackham
Executive Professor of Professional Selling, University of Cincinnati


Book Details

ISBN: 9781562868598

Pages: 264

Publisher: ASTD Press

Pub Date: February 2013

Formats: Paperback, PDF

Product Code: 111225

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