Case Study #2: Measuring Multiple Programs

Measuring Execution and Results from Multiple Programs at a $7 Billion Communications Company

Executive Summary

• Business Goals: increase sales, differentiate beyond price, strengthen customer relationships
• Performance Challenges: price-driven buyers, low-level customer relationships, low-cost competitors, missed opportunities
• Measured Results: a 3 to 1 difference in sales volume gains between participants with high vs. low application
• 30.6% increase in sales volume for “high appliers”
• 9.7% increase in sales volume for “low appliers”

The Measurement Strategy

Custom SmartTrac Surveys™ type web surveys were created to track two training programs simultaneously.

• Training: consultative sales skills, negotiation skills, and coaching skills for managers
• Time frame: ranged from three to five months after the training
• Key measures: 16 skills, reinforcement activities, manager coaching, SmartTrac Surveys™ Success Stories, and requests for support

The Definite Difference made by use of the skills was calculated using performance data supplied by the client.

• Time frame: 6 months
• Data: monthly sales volume by individual participant and composite skill application scores
• Population: 53 participants
• Statistical Significance Testing: results showed “very high significance” where the critical value of T = 8.2289, p < .0005 @ 52 d.f.