Measurement Guidelines For Sales Knowledge Transfer Programs

Successful sales knowledge transfer programs require an understanding of sales reps and the knowledge they need to apply throughout the buying process. Establishing a measurement framework helps track progress during development of sales knowledge transfer programs and provides valuable input for optimizing early results — and ultimately measuring and reporting on impact. During program development, measurements are focused on readiness and activity; the focus then shifts to output and impact measurements for evaluation and reporting.

Within B2B organizations, the most successful sales knowledge transfer programs are keenly tuned into the sales audience. They support the best learning experience for the sales team, and include real-time measures to help portfolio marketers understand their programs’ effectiveness and make any changes that are needed. In this report, we provide guidance for designing and implementing a consistent approach for measuring sales knowledge transfer programs.