5 Important Criteria for Choosing a Marketing Training Program That Can Increase the ROI of Your Company's Marketing Activities

Digitalization is increasingly becoming a necessity, making brand visibility across all online channels a necessity. It is now the marketing division's responsibility to increase the company's brand visibility.

Marketing activities can no longer be monotonous and repetitive. Various marketing initiatives need to be adaptive to changing consumer behavior.

Initiatives that can be taken to continuously adapt to market changes include conducting A/B testing and providing learning facilities for the marketing team on relevant marketing activities, such as involving employees in marketing training programs.

In a McKinsey Quarterly Survey study, 90 percent of respondents agreed that building employee capabilities is among the company's top ten priorities.

Unfortunately, only a quarter of respondents stated that the capacity-building programs they designed had an effective and measurable impact.

In fact, only 8% of respondents stated that they could measure the return on investment (ROI) of the training or programs they conducted for employees.

This fact is a reminder to companies that they need to create programs and seek out training vendors that can deliver measurable results and a clear ROI.

When choosing a marketing training program vendor, careful selection is essential to achieve the desired ROI. Below, we will discuss the criteria for selecting a program that can drive ROI for a company.

Why Do Many Marketing Training Programs Have Little Impact?

Companies today are faced with a wide variety of marketing training program providers. However, it's difficult to find one that can truly measure the return on investment (ROI) of the training.

Here are some reasons why many marketing training programs have little impact for companies:

No Guarantee of Training ROI

Many vendors sell jargon with sweet promises that seem exaggerated, but they don't emphasize how they demonstrate the ROI of their programs.

Too Theoretical, Little Practical

Providing training to company teams is no longer about abstract concepts. Instead, they need training based on successful best practices in marketing activities and tailored to the company's business context.

Not Relevant to Specific Business Challenges

The training material is not specifically designed to meet the company's needs. As a result, employees only learn general, superficial concepts. This results in employees being confused about how to apply the training to their daily marketing activities after completing the training.

Doubtful Vendor Credibility & Track Record

A lack of transparency regarding the training provider, their background, and case studies from previous clients diminishes vendor credibility. Many vendors fail to display portfolios and testimonials from previous clients.

No Post-Training Evaluation & Follow-Up

Training programs lack pre- and post-training measurements, making it impossible for vendors to assess the effectiveness of their training programs. There is also no follow-up, such as consultation sessions, after the training.

High Costs, Unclear Results

Executives often face pressure from the CFO to ensure all training investments have clear business outcomes. Many programs are expensive but fail to demonstrate value in numbers.

Not Connected to the Company's Strategic Goals

Training that is not aligned with the company's current strategy will waste time, money, and effort.

Important Criteria for Selecting a Marketing Training Program That Helps Increase ROI

To achieve the goals of every investment in a marketing training program, companies need to establish criteria before deciding on a specific training vendor.

Vendor Credibility and Relevance to Your Industry

A training vendor with a background in your industry will make their training more relevant. Don't forget to choose based on their credibility, and pay attention to their past clients.

Also ask about the success stories of previous clients. What measurable results have they experienced? You can also check whether the institution is legal, certified in its field, and other certifications.

Have an Experienced Trainer

In addition to assessing the credibility of the institution, ask about the trainer or presenter who will be providing the training material.

Find out the trainer's background, experience, and achievements. You can even research their social media to determine whether their characteristics align with your company's needs.

Choosing a trainer isn't just about experience in their field; you should also consider their delivery style, whether they're easy to understand, and whether they're experienced with executive groups.

Measuring Training Effectiveness

Deloitte recommends using learning analytics to measure training effectiveness and the ROI of development programs. Mature learning and development organizations consider learning analytics a key part of their strategy to connect learning to business results.

Therefore, it's important to ask training vendors how they measure the effectiveness of their marketing training.

Vendors Provide Post-Training Follow-Up or Mentoring

Providing a large amount of dense material over several days can sometimes overwhelm participants. As a result, when they practice in their daily lives, they may be confused about which part to work on first.

It's best if your company chooses a training vendor that provides post-training follow-up or mentoring. This ensures that if participants experience any confusion during the actual training, they still have the opportunity to consult with the trainer.

Material Personalization

Look for a vendor whose first step when dealing with clients is to listen to the needs of your company's marketing team. Don't look for a vendor that already has a pre-packaged material package that can't be changed without consulting you.

A vendor that tailors its material to your company's needs will make the training feel real, as the training addresses existing skills gaps.

Take Your Time Choosing a Marketing Training Program Vendor That Can Generate ROI

Don't invest in a training institution that doesn't deliver tangible results for your company. Ultimately, the effectiveness of the training depends on the commitment of the participants.

However, participant engagement is also influenced by the material, delivery style, and training methods provided by the vendor.

When a marketing training program vendor provides new material and information in a novel way, participants will be more enthusiastic.

Research shows that the human brain truly enjoys novelty and learning. Learning new things increases dopamine, which can create a feeling of pleasure and enthusiasm when learning something new.

Prasmul-Eli has mastered the five important criteria mentioned above. Regarding credibility, Prasmul-Eli's institution has undoubtedly become a top-of-mind resource for businesspeople seeking new business learning.

Prasmul-Eli's trainers are practitioners with academic backgrounds, ensuring their expertise is well-grounded.

Every training program at Prasmul-Eli is ISO 9001:2015 certified. The material presented is personalized to your company's needs.

If you're looking for an impactful marketing training program, you can enroll your company's marketing division employees in Prasmul-Eli's marketing management training program.

Look for a marketing training provider that truly meets your company's needs and can provide measurable results.