Corporate Visions and guest, Scott Watson, from the leading research company, Beyond ROI, examine how the best companies are getting believable results measurements from their sales training investments.

1. MESSAGING MATTERS
WEBINAR SERIES
Measuring the ROI of Your Sales
Performance Initiative
How to take the guesswork out of whether your messaging and training
investments are working
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or
trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.

4. What if other professions didn’t bother
testing and analyzing results?

5. “Sales training initiatives need to be integrated with
diligent and auditable process designed to measure
results to be considered among the elite.”
Dave Stein, ES Research

6. The Art of Winning an Unfair Game

9. If you can measure the wind…
you can measure your training results

12. Scott Watson
Founder of Beyond ROI, Inc.
Since 1994, Scott Watson has designed and implemented
800+ assessment and measurement projects with Fortune 500
companies such as Cisco Systems, SONY, ExxonMobil, IBM,
AT&T, Verizon, Hewlett-Packard, and Accenture.
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or
trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.

13. December
15,
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com.
•
469-­‐200-­‐8027

14. Live
Webinar
Audience
Poll
Results
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
14

15. ASTD State of the Industry Reports
ASTD Study #1 ASTD Study #2
100% 100% 91.3%
80% 74% 80%
60% 60% 53.9%
40% 31% 40%
22.9%
20% 14% 20%
8% 7.6%
2.1%
0% 0%
Level 1 Level 2 Level 3 Level 4 Level 5 Level 1 Level 2 Level 3 Level 4 Level 5
Reaction Learning Behavior Results ROI Reaction Learning Behavior Results ROI
2004 Study Notes: Included 213 organizations representing the 2005 Study Notes: Included 18 Fortune 500 companies
broadest range of size and industry. Considered by ASTD to accurately participating in ASTD’s Benchmarking Forum. These
represent “the U.S. norm.” organizations represent the largest and most complex global
learning organizations.
Companies measuring at “Level 5 ROI” were included in the category
“Level 4 Results.”
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
15

16. Bersin
Research:
Most
Valuable
Measures?
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
©
2010
Beyond
ROI,
Inc.
• www.getBeyondROI.com
Page
16

17. What
is
Measured
Now?
Bersin & Associates © November 2006
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
©
2010
Beyond
ROI,
Inc.
• www.getBeyondROI.com
Page
17

18. Desired
vs.
Actual
Measurement…
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
©
2010
Beyond
ROI,
Inc.
• www.getBeyondROI.com
Page
18

19. Is
there
funding
for
measurement?
82% say, “We should
spend more – or
much more on
measurement”
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
19

20. Live
Webinar
Audience
Poll
Results
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
20

21. “You’ve
always
known
that
well
designed
well
implemented
training
can
change
lives
and
grow
the
business…”
Now
you
can
prove
it.®
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
21

22. Who
do
we
work
with?
Over
800
assessment
and
measurement
projects
completed
with…
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
22

23. Why
measure
Power
Messaging?
 Reason #1: Capture Business Results from Power Messaging
– how are we growing people?
– how are we growing the business?
 Reason #2: Accountability for Execution
– for actually using new knowledge, skills, and process
– for manager involvement
 Reason #3: Feedback for Coaching to Power Messaging
– simple
– relevant
– actionable
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
23

24. Live
Webinar
Audience
Poll
Results
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
24

25. The
Science:
What
do
we
measure?
Cause
Effect
“How
much
is
Linked
to…
“How
much
does
it
used?”
it
help?”
Leading Indicators (surveys) Lagging Indicators (your metrics)
 use of 19 Power Messaging skills,  Success Stories – with actual
processes, and tools customers
 use of marketing tools, resources  Pipeline growth
 5 coaching activities  Performance against plan
 9 support and reinforcement  Deal size, Margin, Volume, etc.
activities
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
25

26. A
clear
picture
of
Power
Messaging
applicaon
.
.
.
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
26

27. How
do
we
get
them
to
be
honest?
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
27

28. RealityCheck
Success
Story
.
.
.
Coaching
and
Support
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
28

29. 82%
return
(92
of
112)
Leading
Indicators:
How
much
are
they
using
it?
Overall
Power
Messaging
ApplicaKon:
70.1%
(excluding
Coaching)
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
29

30. 82%
return
(92
of
112)
Leading
Indicators:
Most
used
Power
Messaging
skills?
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
30

31. 82%
return
(92
of
112)
Leading
Indicators:
Least
used
Power
Messaging
skills?
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
31

32. What
about
the
“Lagging
Indicators?”
Cause
Effect
“How
much
is
Linked
to…
“How
much
does
it
used?”
it
help?”
Leading
Indicators
(surveys)
Lagging
Indicators
(your
metrics)
 use
of
19
Power
Messaging
skills,
 Success
Stories
–
with
actual
customers
processes,
and
tools
 Pipeline
growth
 5
coaching
acKviKes
 Performance
against
plan
 9
support
and
reinforcement
 Deal
size,
Margin,
Volume,
etc.
acKviKes
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
32

33. Lagging Indicators: 64% Provided Success Stories (59 of 92 participants)
Percepons
of
Value
in
the
Success
Story:
“Overall,
how
much
did
your
use
of
the
principles,
tools,
and
skills
from
Power
Messaging
contribute
to
your
SUCCESS
in
this
parKcular
sales
situaKon?”
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
33

34. Reality
Check®:
Success
Story
Summary
Financial Impact: A total of $51,418,000 in closed business and $135,540,000 in new potential
business was reported in 48 success stories with specific examples of how Power Messaging was
used in the sales process.
Number
Closed
New
Impact
of
Power
Messaging
Total
Factored
of
Stories Business
Opportunies on
Success Value
4
$9,200,000
$11,450,000
“made
all
the
difference”
-­‐
100%
$20,650,000
21
$19,718,000
$69,600,000
“made
a
significant
difference”
-­‐
75%
$66,988,500
19
$21,250,000
$51,790,000
“made
some
difference”
-­‐
50%
$36,520,000
3
$1,250,000
$2,500,000
“made
a
lidle
difference”
-­‐
25%
$937,500
1
$0
$200,000
“made
no
difference,
or
worse”
-­‐
0%
$0
48 $51,418,000 $135,540,000 $125,096,000
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
34

35. Reality
Check®:
Success
Story
Summary
How
were
Success
Stories
captured?
Similar
to
a
behavioral
interview,
the
RealityCheck
success
stories
enable
parKcipants
to
provide
a
single
specific
example
of
a
Kme
when
they
used
Power
Messaging
with
an
actual
customer.
What
do
the
numbers
mean?
Success
Stories
are
simply
a
way
to
LINK
applicaKon
and
results.
Because
we
asked
about
only
one
opportunity
per
parKcipant,
these
totals
do
NOT
represent
the
full
impact
of
the
Power
Messaging
program.
Totals
were
gathered
according
to
these
conservave
standards:
 If
a
range
of
values
was
provided
in
the
success
story,
we
used
the
lowest
number
(e.g.,
one
parKcipant
reported
“35K
-­‐
100K
closed”
then
$35,000
was
counted).
 If
we
did
not
see
clear
evidence
of
the
Power
Messaging
principles,
skills,
and
strategies
in
the
RealityCheck™
success
stories,
the
revenue
was
NOT
included.
 We
encourage
you
to
do
a
“spot
check”
on
a
handful
of
success
stories
to
verify
the
closed
and
potenKal
revenue
amounts
provided
by
parKcipants
to
verify
accuracy.
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
35

36. Comparisons:
Leading
and
Lagging
Indicators
Cause
Effect
“How
much
is
Linked
to…
“How
much
does
it
used?”
it
help?”
 Comparison #1 – How does coaching impact Power Messaging usage?
 Comparison #2 – How does higher Power Messaging usage correlate with larger sales?
 Comparison #3 – How does higher Power Messaging usage correlate new opportunities?
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
36

37. 82%
return
(92
of
112)
Comparison
#1:
by
Coaching
.
.
.
PowerView
Queson:
“Your
mastery
of
Power
Messaging
skills
and
principles
will
conKnue
to
improve
over
Kme,
especially
when
you
apply
them
regularly
with
a
helpful
coach,
and
take
advantage
of
the
available
reinforcement
content.”
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
37

38. Comparison
#1:
Coaching
and
Skill
Applicaon
Basis for Comparison: Coaching Activity (5 items) compared to each participant’s
application of Power Messaging skills (19 items). Both scales run from 0-100% of the time.
Statistical Significance: The relationship between manager involvement and skill usage is statistically significant, where
Student’s T-test = 6.119, confidence interval of p < 0.028 @ 84 d.f. (two-tailed test, type 1 error, 95% confidence interval).
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
38

39. Comparison
#1b:
Coaching
and
Skill
Applicaon
Basis for Comparison: Coaching Activity (5 items) compared to each participant’s
application of Power Messaging skills (18 items). Both scales run from 0-100% of the time.
Statistical Significance: The relationship between manager involvement and skill usage is statistically significant, where
Student’s T-test = 6.638, confidence interval of p < 0.01 @ 86 d.f. (one-tailed test, type 1 error).
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
39

40. Comparison
#2:
by
Skill
Applicaon
.
.
.
Number
of
ParKcipants
“Low
“High
Adopters”
Adopters”
0% 25% 50% 75% 100%
“Never”
“Rarely”
“SomeKmes”
“Frequently”
“Always”
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
40

41. Comparison
#2:
Skill
Applicaon
and
Closed
Business
Basis for Comparison: We compared participants with “above” vs. “below average” application
of 19 Power Messaging skills to closed business, as captured in in 48 Success Stories.
Statistical Significance: The relationship between skill usage and closed business is statistically significant, where
Student’s T-test = 3.426, confidence interval of p < 0.002 @ 28 d.f. (two-tailed test, type 1 error, 95% confidence interval).
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
41

42. Comparison
#3:
Skill
Applicaon
and
New
Opportunies
Basis for Comparison: We compared participants with “above” vs. “below average” application
of 19 Power Messaging skills to new opportunities, as captured in in 48 Success Stories.
Statistical Significance: The relationship between skill usage and new opportunities is statistically significant, where
Student’s T-test = 4.882, confidence interval of p < .01 @ 44 d.f. (two-tailed test, type 1 error, 95% confidence interval).
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
42

43. Comparison
#4:
Skill
Applicaon
and
Pre/Post
Quota
Achievement
Research
Queson:
“Does
higher
Power
Messaging
usage
significantly
correlate
with
higher
Monthly
Quota
Achievement,
when
compared
Pre
vs.
Post
training?”
Leading
Indicators:
Lagging
Indicators:
ApplicaKon
of
19
Power
Messaging
skills,
Pre/Post
monthly
Quota
Achievement
tools,
and
process
for
68
parKcipants
 Individual
averages
for
68
parKcipants
for
the
 Pre-­‐training:
four
months,
Feb-­‐May
FY12
applicaKon
of
19
skills
 Post-­‐training:
five
months,
June-­‐Oct
FY12
 Overall
individual
applicaKon
scores
ranged
from
a
 Test
Metric:
phased,
monthly
performance
low
of
41%
to
a
high
of
100%
for
revenue
(50%
weighKng)
and
margin
(50%
Comparison
groups
(independent
variables)
weighKng)
vs.
quota
per
month
-­‐
High
Appliers:
use
PM
>75%
of
the
Kme
(20
ea.)
-­‐
Medium
Appliers:
65-­‐75%
of
the
Kme
(25
ea.)
-­‐
Low
Appliers:
<65%
of
the
Kme
(23
ea.)
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
43

44. Comparison
#4:
How
“Big”
is
the
difference?
Basis for Comparison: We compared participants with Low, Medium, and High application of
19 Power Messaging to Pre/Post Monthly Quota Achievement.
Graph 14: Skill Application and Pre/Post Change in
Monthly Quota Achievement
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
44

45. Comparison
#5:
What
difference
does
Coaching
make?
Basis for Comparison: We compared participants who reported Low, Medium, and High
coaching activity to Pre/Post Monthly Quota Achievement.
Graph 15: Coaching Activity and Pre/Post Change in
Monthly Quota Achievement
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
45

46. Comments:
How
will
Power
Messaging
impact
your
Career?
 “Power Messaging (Corporate Visions) is not just a course that you take like a SPIN selling or
any other sales course we have all taken. This is something that if you truly embrace it will
change not only you, but your customers and anyone you deal with in life. I am not the same
Account Manager I was before this course and I am on a different Career path than I was
before (In a Good Way).”
 “Best training and program we have ever had and used - very practical and relevant. Can
only make me a better salesperson.”
 “It has definitely made me a better sales rep in the eyes of my customers. Larger sales. I feel
it was the best applicable training I have received in 5 years.”
 “It just creates a whole new way of thinking as I prepare for and execute meetings with
customers. I think it helps us think outside the box and position ourselves different that our
competition in life and sales. I think it helps us see the whole picture in all that we do.”
©
2011
Beyond
ROI,
Inc.
•
www.getBeyondROI.com
Page
46

47. THANK YOU!
Additional Questions
Join us on LinkedIn to continue the conversation
http://www.linkedin.com/groups?about=&gid=4101593
Webinar Recording
Available on www.corporatevisions.com/events
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or
trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.

48. Executive Roundtables Spring Tour 2012
Measuring the ROI of Sales & Marketing Alignment Initiatives
Two-hour regional executive roundtables
Discussion Panelists:
February 28, 2012
San Francisco, CA
April 25, 2012 Scott Watson Susan McGinnis
Boston, MA Beyond ROI, Inc Philips Respironics
March 22, 2012
Chicago, IL
Complimentary Registration Tim Riesterer
Corporate Visions, Inc.
Peter Ostrow
Aberdeen Group
http://win.corporatevisions.com/ROIRoundtables.html
© 2011 Corporate Visions, Inc. All rights reserved. Corporate Visions, Power Messaging, Power Positioning and Be Different. Where It Counts. Your Message. are registered trademarks or
trademarks of Corporate Visions, Inc. All other trademarks are the property of their respective owners.