July 31, 2023

How to Measure Sales Training Effectiveness

Sales training is an investment that can pay off big time for your business. But how do you know if your training is actually effective? By measuring the effectiveness of your sales training, you can ensure that you’re getting a return on your investment and that your sales team is equipped with the knowledge and skills they need to succeed.

In this blog post, we’ll discuss some of the most effective ways to measure sales training effectiveness. We’ll also provide tips on how to set up your measurement plan and collect the data you need.

Key Performance Indicators (KPIs)

The first step to measuring sales training effectiveness is to identify your key performance indicators (KPIs). These are the metrics that you’ll use to track the success of your training program. Some common KPIs for sales training include:

  • Revenue: This is the most obvious KPI for sales training. If your sales team is closing more deals and generating more revenue, then your training is probably effective.
  • Lead generation: If your training is helping your sales team generate more leads, then it’s also being effective.
  • Sales cycle length: A shorter sales cycle means that your sales team is closing deals more quickly. This is a good indicator that your training is helping them to be more efficient.
  • Customer satisfaction: If your customers are satisfied with the sales process, then it’s likely that your training is effective.

Other Metrics to Consider

In addition to these common KPIs, there are a number of other metrics that you can consider when measuring sales training effectiveness. These include:

  • Participant engagement: How engaged were the participants in the training? Did they participate actively in discussions? Did they complete the assignments?
  • Knowledge retention: How much of the information from the training did the participants retain? This can be measured through post-training assessments or quizzes.
  • Behaviour change: Did the participants’ behaviour change after the training? For example, are they now more likely to follow up with leads or ask qualifying questions?

Setting Up Your Measurement Plan

Once you’ve identified your KPIs, you need to set up a measurement plan. This plan should outline how you’ll collect data and track the progress of your training program.

Here are some things to keep in mind when setting up your measurement plan:

  • Start with a baseline: Before you start collecting data, it’s important to establish a baseline. This will give you a benchmark to compare your results to.
  • Collect data at regular intervals: You don’t want to wait until the end of the training program to collect data. Instead, collect data at regular intervals so that you can track the progress of your training program over time.
  • Use a variety of data collection methods: There are a number of different ways to collect data. You can use surveys, quizzes, assessments, or even observation.
  • Analyse the data: Once you’ve collected data, you need to analyse it to see what it tells you. This will help you to identify areas where your training program is effective and areas where it could be improved.


Measuring sales training effectiveness is an important part of ensuring that your training program is successful. By following the tips in this blog post, you can set up a measurement plan and collect the data you need to track the progress of your training program.

About Integrity Solutions Centre

Integrity Solutions Centre is a leading provider of sales training and consulting services. We help businesses of all sizes to improve their sales performance through our comprehensive training programs and expert coaching.

To learn more about our sales training programs, please visit our website or contact us today.