Billions of dollars are invested into sales training every year. With more informed customers, fiercer competition, the rate of introduction of new products into the marketplace higher than ever; the need for effective sales training has never been more important. Yet, we continue to see a desire to cut training expenses and, now more than ever, the cry to reduce the time that sales people are “out of the field”. It really should be no surprise that there is a continual need to defend sales training investments as the return from such investments is frequently hard to quantify and often disappointing. With this as the backdrop, we embarked on a research study of how sales training can better provide the expected business result. The result is ASTD's Strategic Alignment Model for Sales Training.
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Martyn Lewis is the Chair of the Advisory Committee to the Sales Enablement Community of Practice for ASTD. In his position of chair of the committee he led the work that culminated in the Strategic Alignment Model for Sales Training. He has a 35 year career in sales and marketing, including founding Market-Partners a sales consulting company, and 3g Selling a company focused upon the delivery of highly effective live virtual sales training. He has lived and worked in the UK, Canada, and now California. His work has been translated into nine languages and has been implemented across industries in 37 different countries. He is passionate about sales, and helping organizations to invest in sales development initiates that offer swift, sustainable, and significant business results.
