Sales training round 2
ATD Blog

Upcoming Research: State of Sales Training, 2016

Wednesday, February 24, 2016

Four years ago, ATD Research introduced the State of Sales Training, 2012  report, which identified the key trends and benchmarks of sales training at the time. This research offered insight into such topics as sales training personnel, sales training and performance, sales training efforts, and expenditures. 

This summer, ATD Research will update the past research on sales training. We want to know how things have changed for your talent development or sales enablement function! Keep reading to find out how you can participate in this exciting research and to learn more about this upcoming research project. 

What Are the Objectives of This Research? 

ATD Research will launch its State of Sales Training, 2016 survey in early March to better understand how sales training is used in various organizations. Specifically, ATD Research seeks to:

  • understand the importance of sales training in meeting organizational goals  
  • determine the most common barriers to delivering sales training 
  • ascertain the methods for teaching and learning sales skills and competencies used by organizations in which salespeople are meeting their goals 
  • identify the annual budget devoted to sales training 
  • obtain a view of how technology is being used to deliver sales training. 

How Can You Participate?


ATD Research has created a short online questionnaire aimed at talent development and sales enablement professionals involved in sales training at their organizations. The survey will be sent to all those involved in the Sales Enablement Community of Practice. To join the Sales Enablement Community of Practice, click here

Once you receive the invitation email, take a few minutes to complete the survey so ATD Research can get the most comprehensive picture of sales training possible. We hope to receive at least a few hundred responses this year, which will give us (and you!) a clear picture of the state of sales training in 2016. 


What Are ATD’s Plans for This Research?

Once the data are collected, ATD Research will analyze it and create a full report that will be available in late July 2016. We also plan to create an infographic (free to everyone) and whitepaper version of the report (free to ATD members), as well as host a webcast (free to everyone) in September 2016, which will recap the key findings. Keep an eye out for the report, infographic, whitepaper, and the webcast this summer. 

If you are interested in learning more about sales training, please visit ATD’s Sales Enablement Community of Practice.

About the Author

Megan Cole is a former ATD research analyst. Her primary responsibilities included creating and programming surveys, cleaning and analyzing data, and writing research reports for publication.

She received bachelor’s and master’s degrees from the University of Central Florida and earned a doctorate in communication from Arizona State University. 

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