How to Boost the Revenue Impact of In-Person Sales Training

Sales Training that Drives Results

When budgets are tight, training spend often takes the first hit. And too many enablement leaders still battle doubts about the ROI of in-person sessions.

Yet, a recent Harvard Business Review article underscores the value of face-to-face training. Researchers found clear revenue gains after in-person events.

The secret? Designing live training to drive collaboration.

Today’s go-to-market teams are more complex than ever, with roles spanning functions and departments. Add hybrid work models, and the need for seamless teamwork is even more critical. To deliver real customer value, revenue teams must work together smoothly—throughout the sales cycle, from initial pursuit to renewal.

And it turns out that collaboration is what sets high-impact training apart. Revenue leaders and enablement teams should prioritize collaboration when planning these sessions.

So, are in-person events worth the time and budget? The research says yes—if they’re designed around collaboration. But what makes a live training session collaboration-focused?

• Connection and Trust: In-person formats create opportunities to tap into the diverse expertise and perspectives of GTM colleagues. Attendees of in-person sessions saw a 24% increase in collaboration after the event. The gain were especially high for employees with less than five years experience.
  
  
• Impact Beyond Attendees: Interestingly, the benefits don’t stop with those who attend. Researchers found a “network rewiring” effect that helped everyone in the organization improve internal partnering. Non-attendees improved their understanding about colleagues’ roles and expertise.
  
  
• Long-Lasting Collaborative Benefits: The study found many connections and collaborative efforts endure well beyond the event. The lasting value of these relationships continued to drive efficiency, innovation, and cross-functional teaming.

In short, collaboration-centered in-person events lead to real revenue impact. Cross-functional networking and bridging organizational silos might sound like “soft goals,” but this research shows the hard ROI.

Actions to Enable Collaboration

To make the most of collaboration at your next in-person sales event, consider these strategies:

• Create Tailored Experiences: Use pre-event data to design sessions that align with team account and territory goals, fueling more meaningful collaboration.
  
  
• Center Activities Around Deals and Accounts: Have participants bring 2-3 customer situations that provide a real-life scenario for cross-functional teaming and exercises.
  
  
• Engineer Small, Diverse Role-Based Teams: To strengthen connections across functions, build learning groups that span a mix of roles – AEs, presales, customer success, services, and more.
  
  
• Set Networking Goals for New Team Members: Make it easier for newcomers to forge valuable connections, enhancing their integration and long-term success.
  
  
• Track the ROI of Collaboration: Collect data on new relationships and cross-functional account activity to measure and replicate success.
  
  
• Leverage Tech to Stimulate Networking: Event apps and other gamification can help attendees bridge knowledge gaps and identify potential collaborators.

Getting Started Now 

Enablement budgets are under constant scrutiny, and training T&E dollars are tempting targets. Virtual training is convenient, and Brevet is a big fan—we’ve seen success with virtual programs for both leaders and sellers. Hybrid training models also offer compelling advantages.

But don’t underestimate the power of collaboration-focused in-person sessions. Now’s the time to rethink your approach to live events and weave in modern training practices for maximum impact.

And it’s not too late to perfect your next commercial kickoff. For more tips on maximizing SKO impact, read our recent post here. Download our free SKO resource guide for actionable ideas to boost ROI.

At Brevet, we’ve spent decades designing training that drives real results. Contact us to learn more about creating impactful training experiences.