To identify marketing training that will help you achieve business objectives, you want to priorities training that delivers the biggest improvements with a limited marketing budget. Selling skills are often a key focus, but training that boosts efficiency (for example, by improving employees’ IT skills) or strengthens the management of marketing & Sales Teams can also have a major impact. Training and development that supports long-term improvements (for example, by improving your ability to identify promising market opportunities) might ultimately deliver the biggest benefits. Involving employees in agreeing their own training needs and deciding between different training options can significantly improve training effectiveness. Employees who buy into the value of the training – for themselves and for the business – are likely to show greater performance improvements.