One of the most significant benefactors of modern training systems is the sales channel. Training a sales channel, which can be any type of distribution network-- wholesalers, retailers, or third-party sales partners – has been historically challenging for several reasons:

1. Location. Often, training must be distributed over wide geographic areas, requiring costly on-site training events.
2. Lack of Control. Distribution networks most commonly are comprised of separate companies that have their own priorities and often represent multiple products and services. Getting commitment to attend training sessions can be challenging.
3. Delays. The typical time delay in developing and distributing training to channels means lost sales opportunities.

Online training has made a significant dent in addressing these challenges. Channel training can now be more accessible and timely. Many organizations (technology companies are early adopters) have been automating channel training for several years and have interesting success stories to share.

But some of the more interesting aspects of automating channel training deal with the business, process, and delivery options that become available. Our research has uncovered the following best practices that go beyond the automation of content delivery:

1. Rethink pricing. Some companies are packaging training into short modules for just-in-time access. These online modules are free. The companies then charge for other training options, such as entire online courses or classroom instruction. One organization was able to increase training revenue by 10% with this strategy.
2. Consider just-in-time support. The technology to make just-in-time training is becoming more practical. New products such as Participate from OutStart and SupportPoint from Panviva are based on search and support systems that assist in migrating to just-in-time information access. Some companies have developed content management architectures designed for building easily accessible and reusable information.
3. Develop a program architecture. To simplify decisions related to media and delivery – and to gain consistency, many companies are developing program frameworks which can then be applied to any new or existing product. For instance, a job aid might be most appropriate for handling customer objections. A multi-part course is developed for those with no knowledge of a product or solution, while a shorter module is created for experienced sales professionals. Our featured case study this month describes how Symantec is using such an approach.
4. Actively manage an advisory board. Some research participants have told us that all key training decisions -- from LMS selection to prioritizing training programs -- are made with input from partners and customers. A partner advisory board is a great avenue to gather this information.

Learn more about channel sales training; check out the Bersin & Associates Research Library for case studies on NCR, Fidelity Investments, McAfee and Toyota. Research members and non-members read this full article online.

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Symantec’s name is synonymous with data security. The company is a leading provider of technology solutions to help individuals and enterprises assure the security of their information. Symantec has long relied on an extensive partner network for market penetration. In 2005, the company merged with VERITAS, which also had thousands of sales partners.

Today, Symantec’s Sales Training Enablement Group is responsible for the delivery of just-in-time information to the company’s internal and external sales channels. Its audiences include 5,000 field employees, as well as 60,000 partners in 37 countries.

This 18-page case study details this group’s achievements in integrating the programs and materials required to support the company’s constantly evolving portfolio, as well as integrating the technology infrastructure. This case study covers these and other topics:

• The use of an XML-based content repository for managing learning content.
• The organization of multiple learning groups to service diverse audiences.
• The consolidation of multiple learning management systems.
• The development of a learning architecture to support each Symantec product release.
• Measurements and certification programs.

Research members: Visit the research center to download the Symantec case study.
Non-members: This case study is available to non-members for a limited time; download today!

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Many of you have already downloaded applications for our first annual learning awards program, and we’re looking forward to reviewing them! Remember to submit your applications by August 31. If you have any questions, please contact Diane Siroky at diane.siroky@bersin. com or 203 270 7966.

If you haven’t already heard about the Learning Leaders Program, please be sure to check out our website at http://www.bersin.com/leaders. We’re looking for organizations that have achieved significant business impact through learning. We will recognize 15 organizations -- of all types and sizes.

Winners will receive a special award and industry- wide recognition, including a profile in ELearning! magazine. All applicants will receive a copy of the follow-on research report, High Impact Learning Leaders: Lessons from the World's Leading Corporate Learning Organizations.

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Techniques and Best Practices for Measuring Training Effectiveness
[Chief Learning Officer]

Many still view the measurement of training effectiveness as a black art. But in five years of research, I have identified key philosophies, techniques and best practices that are practical and really work. The goal of training measurement is to deliver useful information for decision-making. You must collect consistent, repeatable data so you can make meaningful comparisons of programs, audiences, instructors, delivery methods and other factors. Read the full article on CLO's website.

Training on Pods
[Online Learning News & Reviews]

A reader delivers sales training to a group of approximately 130 sales and customer-service representatives. "My team is considering using 'podcasting' to supplement its e-learning and instructor-led training. We are considering this delivery method for things like updates from product development, time-sensitive information that needs to get out quickly, content that is subject to change (so we don't post it as static information on our intranet), answers to action items from instructor-led sessions, etc. If successful, we might even do a 'radio talk show' monthly broadcast focusing on items that are important to the field." Learn the answer; click here.

Bersin & Associates Announces Partnership with the OPM GoLearn Program
[Learning Circuits]

Bersin & Associates has announced a strategic partnership with GoLearn, a program office within the U.S. Office of Personnel Management, to meet the unique needs of government learning organizations. The partnership makes Bersin & Associates learning- related research and advisory services, including the Fast Lane to Learning program, directly available to federal agencies at special pricing. The partnership has a dedicated website at http://golearn.elearningresearch.com. Read the full announcement; visit Learning Circuits.

Bersin & Associates Announces Call for Applications for Leaders Program
[Workforce Performance 2006 Newsline]

Bersin & Associates has announced a call for applications for a research-driven recognition program. The deadline for application submission is August 31, 2006. Read the full release.

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WEBINARS

• Charting the Course for Integrated Talent Management: Signposts and Strategies on the Way to Measurable ROI
  July 18, 2006, 2:00 p.m. ET
  Josh Bersin, President

  Integrated talent management offers tremendous potential for driving improved business performance. But where should you begin? How do you know if your strategy is measuring up? Sponsored by Authoria, this thought-provoking webcast features presentations from Josh Bersin and Keith Peden, senior vice president, Human Resources, Raytheon Company. Register for this event.

• Leadership Development is not Leadership Training: An Organizational Maturity Model for Leadership Development
  July 20, 2006, 2:00 p.m. ET
  Kim Lamoureux, Senior Analyst

  In order to have a significant impact on business performance, leadership development programs must be closely aligned to the business strategy, embrace a variety of learning vehicles, and integrate with other talent management processes. Because of their complexity and read, leadership initiatives must have senior executive and organizational support. This webcast will cover key points from our current research on leadership development. Several case studies will be presented to illustrate key points. Register for this event.

• Performance Management Systems: Nicety or Necessity?
  July 26, 2006, 2:00 p.m. ET
  Chris Howard, Principal Analyst

  This webinar will highlight Bersin & Associates’ comprehensive new industry study of the performance management market. It will discuss the business drivers for performance management, the software vendor market, and best practices and trends in the integration of performance management with learning and talent management systems. It will also highlight specific case studies of companies who have effectively implemented performance management solutions and review best practices. Register for this event.

• Learning On-Demand:
  Emerging Technologies for Corporate Training -- Part 1
  August 09, 2006, 2:00 p.m. ET
  Chris Howard, Principal Analyst

  Learning on Demand: The Facts and the Hype. Should you have a strategy for implementing learning on demand? What technologies do you need? Where do formal courses fit in? In one hour, you’ll get an expert’s overview of this topic and come away with information to help you determine where and how learning on demand fits into your own training strategy. This webinar addresses these questions – and more. Register for this event.

• Encore Performance: Performance Management 2006
  August 23, 2006, 2:00 p.m. ET
  Chris Howard, Principal Analyst

  This one-hour webinar will summarize Bersin & Associates’ breakthrough new research on the fast-growing market for performance management systems and solutions. It will describe the seven key elements of performance management, key vendors and market dynamics and best practices, and case studies in enterprise performance management. Register for this event.

Missed it live? Research members can view all recorded webinars by clicking on the links below. Not a member? Sign up for a trial membership today.

• Performance Management 2006

WORKSHOPS

New Workshops! Expanded Agenda! New Dates!
Introducing One-Day, Intensive Workshop on Performance and Talent Management; Newly Expanded Agenda for Acclaimed Workshop on High- Impact Learning Organizations

Dates for Bersin & Associates Fall 2006 workshops have now been set.

• New this season: “Implementing Successful Performance and Talent Management Series,” a one-day workshop focused on the issues, challenges, and best practices related to performance and talent management. Targeted to HR and learning executives and professionals, the agenda covers a wide range of topics, including the performance management maturity model, which can be used to help you match the processes and technology best suited to your current stage and future strategy; the seven fundamental elements critical to any performance management initiative; the organizational impact of performance and talent management; and the available technology options that can bring new efficiencies to business processes.

  As with all Bersin & Associates workshops, attendees interact directly with analysts and peers throughout the workshop, leave with detailed action plans, and can obtain ongoing advice and guidance. Attendees receive a complimentary copy of Performance Management 2006: Market Analysis, Trends, Best Practices, and Vendor Profiles.

  • October 3, 2006 [Chicago, Hotel Monaco]
  
  
  • November 16, 2006 [San Francisco, Grand Hyatt Hotel]
    
  • December 1, 2006 [New York City, The Yale Club]

  Visit our website for a detailed agenda, registration information, and member discounts.

• Back by popular demand with a newly expanded agenda: “Building a High-Impact Learning Organization.” This workshop received rave reviews last season for the insights and actions required to maximize the efficiency and effectiveness of corporate training.

  In response to attendee feedback, the workshop has been extended to a one-and-a-half-day format to provide more time for discussion and workgroup activities and to incorporate the analysis of three detailed case studies on effectiveness measurements, phased LMS implementation, and learning governance models.

  • November 14-15, 2006 [San Francisco, Grand Hyatt Hotel]
  
  
  • November 29-30, 2006 [New York City, The Yale Club]

  Visit our website for a detailed agenda, registration information, and member discounts.

CONFERENCES

Workforce Performance 2006 (formerly TechLearn)
[September 9-13, Mandalay Bay, Las Vegas]

• Sunday, September 10: Bob Danna and Leighanne DeMarzo present a one-day workshop, Optimizing Your Learning Organization for Peak Performance.
• Sunday, September 10: Josh Bersin will deliver a keynote address, Learning and Performance Management: The Convergence Is Here.
• Monday, September 11: Josh Bersin will present Diving Deeper into the Performance Management Market.
• Tuesday, September 12: Chris Howard will host a panel discussion, Integrated Performance Management Success Stories. Panelists will include Gary Short, a senior consultant in talent management for Kimberly-Clark Corporation and Susan Gressett, the director of talent systems for RadioShack Corporation.

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Bersin & Associates is conducting an important industry study on learning outsourcing. We are looking for input from large enterprises that are using external vendors or consultants for any of the following learning-related services: custom content development, LMS implementation and/or administration, learning strategy development.

If your company has more than 5,000 employees worldwide and is outsourcing one or more of these activities, we would value your input to this study. Please click here for more information.

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Key new research studies available for members only:

Streamlining Blended Learning for Leadership Training:
Ken Blanchard
Ken Blanchard Companies uses blended learning to scale leadership training for larger audiences. This report describes how technology is used and provides tips for best practices. Download today.