Abstract
Though effective sales training is a valuable investment, it is being cut back
out of economic necessity. Given this reality and the fluctuation of company
needs and competitive pressures, training roles and responsibilities,
resources, contents and evaluation are likewise changing.
This study of 33 companies compares how leading companies with large field
forces manage sales training of new hires and managers. Throughout the
60-slide presentation, comparisons are made between sales training management
in three groups: pharmaceutical companies with U.S. operations, pharmaceutical
companies with international operations, and companies in other industries -
which primarily include the manufacturing, telecommunications and financial
industries.
Training leaders in all industries can use the results of this study to refine
their training content and delivery, make better staffing and outsourcing
decisions, more optimally allocate their resources, and measure the changes in
the performance of the sales rep trainees.
Key comparative data includes:
- Types of content and delivery formats that are increasing or decreasing in
significance
- Trainer span of control
- Staffing trends
- Roles and responsiblities by position within sales training programs
- Outsourcing trend and mix
- Sales training vendor qualities sought
- Sales training budget allocations and trends
- Ranking of performance measures used to evaluate sale training
In addition, this study reveals sample organizational structures, performance
measurement models and companies' lessons learned.
A key finding is that the current mix of in-house development versus
outsourcing for sales training for pharmaceutical companies is 75% versus 25%,
respectively. The average percentage of outsourcing outside of the
pharmaceutical industry is slightly higher at 29%. One of the reasons for
this in-house focus is a desire to develop and leverage internal capabilities.
INDUSTRIES PROFILED
Pharmaceutical; Utilities; Health Care; Biotech; Insurance; Consumer Products;
Diagnostic; High Tech; Manufacturing; Chemical; Consulting; Computer Hardware;
Computers; Telecommunications; Retail; Financial Services
COMPANIES PROFILED
Abbott Laboratories; Nicor Gas; Wyeth; Allergan; ALTANA Pharmaceuticals;
Anthem; Axcan Pharma; Bank of Montreal; Bayer; Bristol-Myers Squibb; Cardinal
health; Cisco Systems; DuPont; First Horizon; Forum Corporation; Genentech;
GlaxoSmithKline; Hewlett-Packard; Janssen Cilag Pharmaceutical; JTI;
Masterfoods; Merck Sharp & Dohme (MSD) China; Motorola; Norlight
Telecommunications; Pitney Bowes; Procter & Gamble; Reliant Pharmaceuticals;
Serono; Sunrise Senior Living; Symetra Financial; Telstra; Telus Corp.
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