Measuring ROI in Sales Training


Patti smaller
CEO, ROI Institute, Inc.
Jack phillips headshot
Chairman, ROI Institute
Webinar Recording Details
  • Date and Time
    Tue, Aug 08, 2017 at 11AM Pacific / 2PM Eastern
  • Duration
    1 Hour
  • Cost
    $0 (Free)
  • Want Access?
    Register to view the recording.



According to ATD’s 2016 State of Sale Training report, organizations spend an average of $954,070 per year on sales training. One of the top three barriers to making it work is the inability to tie training to sales performance. This webinar offers steps you can take to demonstrate how your training is driving sales performance and the value that performance adds to the organization. Join Jack and Patti as they describe how the ROI Methodology is applied to sales training.

During the webinar, you will learn:
  • How to isolate the effects of training on sales performance
  • How to convert improvement in sales to monetary benefits
  • What costs to include when developing the fully-loaded cost
  • How to calculate the ROI in sales training
Following the webinar, participants will receive an application guide and a case study describing a simple application of the process to sales training.


About Patti Phillips, Ph.D.

Since 1997, Patti Phillips has been a driving force in the global adoption of the ROI Methodology and the use of measurement and evaluation to drive organization improvement. A former electric utility market research director, Patti has been featured on CNBC, EuroNews, and in more than a dozen business journals. Her work as an educator, researcher, consultant, and coach supports practitioners as they develop expertise to help organizations and communities thrive. Her work spans private sector, public sector, nonprofit, and nongovernmental organizations. Patti is author, coauthor, or editor of over 75 books and dozens of articles focused on measurement, evaluation, accountability, and ROI.

Patti can be reached at

About Jack Phillips, Ph.D.

Dr. Jack J. Phillips, a world-renowned expert on accountability, measurement, and evaluation, is chairman of ROI  Institute, Inc. Phillips provides consulting services for Fortune 500 companies and major global organizations. He has been directly involved in conducting more than 200 ROI studies and has trained more than 5,000 managers and professionals to conduct evaluation studies. The  author or editor of more than 100 books, he conducts workshops and presents at conferences globally. His most recent book is ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing (McGraw-Hill, 2021).

Phillips has received several awards for his books and work. The American Society for Training and Development  gave him its highest award, Distinguished Contribution to Workplace Learning and Development for his work on  ROI. His work has been featured in the Wall Street Journal,  BusinessWeek, and Fortune magazine. He has been interviewed by several television programs, including CNN. Phillips served as President of the International Society for Performance Improvement in 2012-2013.