Sales training fails, the skills gap and banner ads: This week on Twitter

According to the American Society of Training and Development (ASTD), American companies spend about $20 billion a year on sales training. If I dust off my pocket calculator, that means that $15 billion a year is wasted on sales training. That’s brutal. It’s not sales training that’s the problem because training is one of the most important things you can do for your sales team. Often sales training fails because it is a one-time event with very little commitment and follow-up. Sales training works when it is implemented after a strategy is set and sales executives are bought off and committed. Then consistent coaching follows the training strategy and you win.

The numbers keep pouring in: Companies need a consistent commitment to social to succeed in today’s world. I am fond of brands that engage with me socially and will think of them first when it comes time to buy. I guess I am in the majority.


The tweet below is good news. Marketing and sales have changed and new skills are needed for both to compete in today’s environment. Revenue chain leaders are rapidly transforming their organizations to support technology and new processes. For example, in marketing, CMOs are hiring growth hackers, Chief Marketing Technologists, and marketing operations leaders and avoiding blue pens.

Hubspot has this fun social campaign which I will call the “Said no one ever” campaign. I love funny and this tweet is funny as are some of their others. As for banners, I am very excited about the retargeting movement. Unlike most I don’t view retargeting as clicks, I view it as branding. When I get retargeted, I remember the brand. I still don’t click…but I remember. HOWEVER, in Hubspot’s defense, I still have never said: “Cool! A banner ad!”


Oh and by the way, please join me as I host a summit on demand generation – fun, surprises, and ROI. See you there.

  • Mike Kunkle

    Ah, Craig. I hate that you’re so right about the money wasted on sales training. And you’re right about why. I’m going to be talking about this at the ASTD ICE conference in May in Dallas. I also hate that I am about to gratuitously drop a link, but it’s completely relevant and my mostly-defunct blog is not a lead-gen system, it’s just my thoughts, so hopefully you’ll forgive me. I wrote a post awhile back, called “If one more person says sales training doesn’t work, I’ll scream.” Link is below my comments.

    On the transfer of training, it has always puzzled me that I could gather a gaggle of executives and other company leaders around a boardroom table, and every one could articulate the need for planned transfer, acknowledge that training was wasted without it, and most could even articulate what it would take to make it happen. Then, they would summarily avoid leading the required change efforts. Massively puzzling to me, as are many of the “I know better but do it wrong anyway” decisions that I see made so frequently. Go figure.

    As a plug for Dave DiStefano, who Matt shared a stage with at Sales 2.0 and quoted above, the fact that Richardson takes a stand on this and helps clients execute sensibly to get the value from their training, was a major factor in my joining the organization.

    My post:

    Stay the course.