CONDUCTING A SALES TRAINING AUDIT

An operational audit provides a firm with an organized framework to lo gically, systematically, and comprehensively examine its sales trainin g program. When performed periodically by an objective and knowledgeab le source, an audit can help identify and correct actual and potential sales training shortcomings. However, audits do have limitations, whi ch must be taken into account. This article outlines a derailed audit, which can be used by sales and marketing managers to improve the effi ciency and effectiveness of the firm's sales training program. Suggest ions for future research are also discussed.