State of Sales Training Research Webcast

Thursday, September 8, 2016 2:00pm - 3:00pm EDT  
Host: Association for Talent Development
By: Megan Cole, Research Analyst, ATD; Roxy Torres, Senior Manager, Sales Enablement & Government Communities, ATD; and Michelle Richardson, Vice President of Sales Performance Research, The Brooks Group

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Recognizing the importance of sales professionals to the overall success of an organization, this webcast takes a deep dive into the current state of sales training, drawing on data from an ATD research survey of 227 sales enablement professionals. Specifically, this webcast focuses on the way that sales training is delivered, how salespeople learn best, and the frequency of training for sales professionals. The webcast will also discuss the average annual sales training expenditures as well as several of the top barriers to delivering effective sales training. Finally, the webcast will present recommendations for overcoming barriers and creating more effective sales training programs.

The key data points presented in the webcast are taken from the new ATD research report 2016 State of Sales Training, which will be available at www.td.org/sales2016 in August 2016.


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Megan Cole
Megan Cole

Research Analyst, ATD

Megan Cole, PhD, is a research analyst at the Association for Talent Development (ATD). Her primary responsibilities include creating and programming surveys, cleaning and analyzing data, and writing research reports for publication. Prior to working at ATD, she worked as a market research analyst for a marketing company that specialized in association marketing. Megan received bachelor’s and master’s degrees from the University of Central Florida. She earned a doctorate in communication from Arizona State University.

Roxy Torres
Roxy Torres

Senior Manager, Sales Enablement & Government Communities, ATD

As manager of ATD’s Sales Enablement Community, Roxy Torres is responsible for creating and curating content as well as managing a suite of learning products catering to sales trainers, managers, coaches, executives, and consultants. In this role, she spearheaded the research project to update the ATD World-Class Sales Competency Model (originally developed in 2008).

Prior to joining ATD, Roxy worked at CEB (Corporate Executive Board) serving innovative C-level sales and marketing professionals in both the SMB and Fortune 500 spaces. Throughout her career, Roxy has gained deep understanding of the major pain points of sales enablement, as well as the whys and hows behind the success stories. 

Michelle Richardson
Michelle Richardson

Vice President of Sales Performance Research, The Brooks Group

As the Vice President of Learning Services for The Brooks Group, Michelle Richardson leads the strategy, design, and delivery of training and assessment solutions to support clients in their talent development needs.

Michelle works closely with clients to uncover challenges using a variety of diagnostic and assessment tools, including sales effectiveness audits and reporting processes that were developed under her leadership. Her depth of knowledge on instructional design principles combined with her extensive experience in sales enablement and leadership best practices allows her and her team to develop and deliver solutions that get real results for clients.

She has led regional, national, and global rollouts and implementation of The Brooks Group’s methodology, including curriculum that she has developed in the areas of sales leadership, account management, negotiation skills, and coaching.

Her depth of knowledge on instructional design principles and her keen attention to detail have significantly enhanced The Brooks Group’s core IMPACT Selling® training programs, as well as offerings related to strategic and complex sales, account management, negotiation skills, sales management, coaching, and ROI measurement.

She holds a BA from the College of William and Mary and has completed coursework in the Phillips ROI Methodology from the ROI Institute, Inc. She uses her 20 years of experience in curriculum design and sales training to build effective, engaging solutions for sales teams spanning a variety of industries, selling cycles, and environments.


  • The Brooks Group