How Much Training Should Marketing and Sales Receive? A Twisted Answer.


According to the findings from the 2013 Sales and Marketing Alignment Study* training for marketers and sales people must reach a certain critical mass and have the right focus before there is an uptick in revenue performance. Let’s look more closely because there are some surprising and counter-intuitive findings in the data.

The study, conducted in late 2013 and reported in February 2014, includes detailed responses from 500 companies on the topic of sales and marketing alignment.

Investing heavily in training produces a positive lift to both performance and alignment, but only if you view the system as a whole, and are open to some ‘odd’ logic.

Marketing Training. It’s Not about More Leads.

Marketers in the survey who received just 1-3 days of training per year generated marketing qualified leads (MQLs) with a 21% probability of closing. Adding days of training improved the lead quality. Lead quality peaked at 35% probability of closing following 8-10 days a year of training (a 67% improvement).

Written by Charles Besondy. To read the full article, please click here. For more business tips, info on how to promote your business, and business referral networking opportunities in San Diego, California please visit our website at

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