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.
Table of Contents
INTRODUCTION
- Study Overview
- Benchmark Class
- Industry Profile
- Key Findings
TRAINING CONTENTS & DELIVERY FORMATS
- Training Audiences Served: Pharma
- Training Audiences Served: Non-Pharma
- Training Content Trend: Pharma US
- Training Content Trend: Pharma International
- Training Content Trend: Non-Pharma
- Training Emphasis
- Training Delivery: Pharma US
- Training Delivery: Pharma International
- Training Delivery: Non-Pharma
- Training Evolution Model
OUTSOURCING
- Outsourcing Trend: Pharma U
- Outsourcing Mix: Pharma US
- Outsourcing Trend: Pharma International
- Outsourcing Mix: Pharma International
- Outsourcing Trend: Non-Pharma
- Outsourcing Mix: Non-Pharma
- Vendor Qualities Sought
- Vendor Report
BUDGET
- Budget Distribution
- Budget Mix: Pharma US
- Budget Trend: Pharma US
- Budget Mix: Pharma International
- Budget Trend: Pharma International
- Budget Mix: Non-Pharma
- Budget Trend: Non-Pharma
STAFFING
- Trainer Span of Control
- Staffing Trend: Pharma US
- Staffing Trend: Pharma International
- Staffing Trend: Non-Pharma
ROLES AND RESPONSIBILITIES
- Functional Involvement in Training
- Roles and Responsibilities: Select Training Vendors
- Roles and Responsibilities: Approve Training Budget
- Roles and Responsibilities: Set Training Budget
- Roles and Responsibilities: Design Training Content
- Roles and Responsibilities: Determine Format for Delivery
- Roles and Responsibilities: Assess Training Needs
- Roles and Responsibilities: Evaluate Training Impact
- Organizational Structure
PERFORMANCE MEASUREMENT
- Performance Measures: Pharma US
- Performance Measures: Pharma International
- Performance Measures: Non-Pharma
- Performance Measurement: Case Study
- Lessons Learned
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