Linking Learning to Company Strategy

for Increased Business Impact

It is almost a guarantee that no training initiative will achieve 100% impact. When one assesses
the learning being used we find that there are three categories of impact.

1. Some reps are using the training and getting great results
2. Some reps are not using the training and performing at the same level they were
prior to the training
3. Some reps are trying pieces and parts of the training and are receiving different
levels of success

The causes of this variability of impact have more to do with the organizational environment
than the training design and content. Sometimes it is the training program and the follow up
which accounts for variable success, but this is rare.

To effectively and efficiently positively impact the organizational environment it’s critical to
identify the specific skills and behaviors needed to attain the business goals. It’s extremely
important to understand that whatever skills will be trained have a direct link to the business
goals of the company.

This document provides a guide to help the learning management team better understand
how this process can effectively align business goals to the important on-the-job behaviors
broken down by key roles.

There are several key outcomes from implementing this process. They are;

• Sales Management will be able to effectively communicate the responsibilities of

each sales role in regards to how they will help drive better business outcomes
• Sales Management will have clear understanding of ‘what to coach’ in regards to the
specific behaviors needed to drive the necessary key results
• Increased employee understanding of business strategy and their role in execution
of the strategy
• Sales Training Department will have clarity regarding the what specific types of
training needs to be implemented and which is needed for classroom training vs.
online training.
• Sales Training Department will increase their ROI for learning and training
expenditures

The Learning Alignment process provides a methodology and set of tools that link trainee
learning content to strategic goals and desired business results. The process also provides
a method for evaluating the success of learning initiatives in a way that can determine
business results achieved and identify actions which can be taken to increase the results.

SSK Consulting, Inc. Clifton Virginia 703.266.7667

Learning Alignment Questioning Guide
Step 1: Identify the important business goals and team results. Questions have been
provided to help better understand the intent of the key area of focus. The numbers on the
map suggest a sequence which should be followed to create effective alignment.

3 4 2 1
Jobs/ Important On- Key Team Results Business Goals (This column may be split
Roles The-Job into two columns – capture
Behaviors Department/Business Unit goals)
• •
Key Questions:
• What team outcomes are most • List the business goals for 2008
important – make the greatest
contribution to the business goals?
• What team outcomes are most
impacted by a successful
implementation of the changes?
• What measures or metrics track
these outcomes?

Step 2: Identify what job roles are critical to drive the business strategy and linked to them
to the important on-the-job behaviors.

3 4
Jobs/ Roles
Key Questions:
• Which job/team positions are
most responsible for contributing
to the goals identified?
• Which job/team roles are most
impacted by the new business
direction?
2 Key 1 Business
Team Goals
Important On-The-Job Behaviors
Results
Key Questions:
Questions for each specific job role:
• What parts of (each job role’s) job are most
vital to producing the outcomes that
contribute to the business goals?
• What are the 2-5 things must these
jobs/teams do well in order to achieve the
results identified?
• What specific job behaviors- in what
situations – most drive the outcomes, or
improvements in the outcomes?
• What are the “make or break” behaviors?
What are the “moment of truth” situations
that most drive these results?
• What would you need to do well,
different/better in order to achieve these
results?

SSK Consulting, Inc. Clifton Virginia 703.266.7667

Once this process has been completed, the sales managers would be asked to assess the
proficiency level each job role has around each of the specific on-the-job behaviors. This is
usually done on a five point scale. This will provide the training department a quick peek at
the sales manager’s perceptions of the skills gaps needed to drive the business results.

On the next page is a completed example of a Learning Alignment Matrix for a consumable
solutions sales rep.

Conclusion

To drive business outcomes there must be a direct alignment between the business goals
and the on-the-job behaviors and skills needed to achieve those goals. Too often
organizations begin by looking at the competencies of the sales team without any regard to
the business objectives needed to succeed in business.

SSK Consulting, Inc. Clifton Virginia 703.266.7667

 Example of Learning Alignment Matrix for a
Consumable Solutions Sales Rep

Job Role On-the-Job Client Client Business

Behaviors Key Results Goals

 Solutions  Apply the most

Sales Rep effective methods for  Develop executive  Increased
gaining an audience level customer corporate
with an executive. relationships within revenues by 7%
every key account
 Create strategic  Increased
account plans for  Add ______# of corporate
their highest potential strategically important margins by 3%
prospects new accounts
 Customer
 Assess and plan  Increase revenue from satisfaction and
executive sales sales of product X and retention
efforts in their key Y to 20% by a focus continually
accounts access to the increased
manufacturer market
 Improve the strategic  Company able
relevance of their  Integrated and to invest in
products and services seamless support focused and
to their manufacturer provided by entire strategic growth
customers sales and operations

 Hold business issues-

focused discussions
with customer
executives

 Quantify the value of

our solution to
customer executives

SSK Consulting, Inc. Clifton Virginia 703.266.7667