Adapting Sales Learning Investments Post COVID-19

16 June 2020


Even with the emergence of virtual, on-demand, and web-enabled training tools over the past decade, most sales organizations still anchor their training efforts to classroom training and in-person events. Now the global pandemic has forced sales organizations to stand up alternatives to classroom and in person training, but also to rethink their overall training strategy.

This research examines the changes underway in firms adapting sales learning and development in the face of the COVID-19 crisis. It identifies management’s most important priorities, the changes firms are making in sales training, and the outlook for future adjustments and changes over the next six to 24 months.

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, delivering, or managing sales training. Target participants are involved in sales leadership, learning and development, sales effectiveness, sales operations, or sales enablement in organizations with at least US$1 million in annual revenue, and directly employing at least 10 salespeople. Firms or individuals that market technology, products, or services to sales organizations as a core offering are not eligible to participate in this research initiative.

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 in August 2020.

Research Timeline

Research closes 30 July 2020.


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 will not be distributed.

Research Underwriting

This research is made possible in part through the underwriting support of Selleration.

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