Clarifying Sales Learning and Development Investments

25 June 2024


Sales organizations face persistent pressure to adapt – to changing market conditions, shifting customer preferences, new competitive influences, and many other factors. Adapting often requires salespeople to develop new knowledge, capabilities and skills. This research examines the range of sales learning and development investments management makes in an effort to upskill, reskill, and develop sales talent.

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 12 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners responsible for developing, supporting, or managing a sales force. Target participants are involved in planning, sales effectiveness, executive sales leadership, or sales force-impacting strategy in their organizations; or, they are deeply involved in assessing, developing, or implementing learning and development initiatives that affect the sales function. Participants with the greatest interest in research findings are likely directly responsible for sales coaching programs, or are currently considering or evaluating implementing or revising sales coaching investments in their firm.

Benefits of Participation

Participants receive:

  • A copy of the findings report on this research topic
  • An invitation to a Sales Management Association webcast in which summary findings are presented to our audience.
  • An upgraded Associate membership in the Sales Management Association for one year.


Survey results are only reported in aggregate, and never in a way that would compromise the identity of any single respondent. All individual respondent data are treated with strict confidentiality, and are never distributed or shared.

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