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Evaluating E-Learning by William Horton

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The Scenario

Let’s look at the process of calculating ROI for training. This calculation is moderate in its complexity, and the numbers have been rounded to simplify the math.

Gizbotics International has a problem. It needs to increase sales of higher-margin products. The chief executive officer (CEO) has set a goal of increasing sales of such higher-margin products by 30 percent over the next two years. Increases in advertising and sales commissions have not worked. Focus groups of customers and sales representatives have identified the main reason for the failure. It seems that sales representatives cannot translate the highly technical features of these higher-margin products into benefits that apply to individual customers. This diagnosis ...

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