Half of Trainers Say Their Organization's Content is Too Dull to be Effective

Nov 18, 2014

According to a new survey from Brainshark, Inc. nearly half of training professionals (48%) say their organization's sales training content isn't engaging enough to work, while 25% say the materials created don't match sales teams' needs. Perhaps it's no wonder that only 32% describe their organization's current sales training programs as "effective."

For its "State of Sales Training" survey, Brainshark collected responses from more than 160 professionals responsible for sales training (training managers and coordinators, trainers, instructional designers, etc.), at organizations of all sizes and across industries.

In addition to struggling with training content that falls flat and/or is irrelevant, respondents cited other content-related challenges. On the whole, their organizations find that sales training materials are:

  • Too time-consuming to create (50%)
  • Too hard to create (24%)
  • Too expensive to create (31%)
  • Too hard to update (32%)
  • Obsolete by/before delivery time 15%

Engaging and trackable, video is used by almost half of organizations for some aspects of sales training. Video length is often correlated with a learner's ability to pay attention and retain knowledge, as well as consume information conveniently. Brianshark found that 88% of training professionals agree that effective videos should be less than 20 minutes in length - with 32% in favor of bite-sized content that's 5 minutes or less. Yet respondents reported that their organizations' average sales training video actually runs 20 minutes long.

Mobile is also becoming more of a key area for sales training with nearly 1 in 3 organizations investing in it for next year (22% say they use it now). Currently, only 1 in 4 pieces of sales training content (26%) is accessed via mobile, according to respondents.

Current inhibitors to mobile sales training adoption include:

  • Content not well-formatted for mobile (46%)
  • Content too long for mobile (37%)
  • Interactive content doesn't work on mobile (30%)
  • Difficult to ensure content works across platforms (25%)