This document outlines the agenda and content for a workshop on measuring and marketing learning performance. The agenda includes introductions, discussions of business metrics, analysis and evaluation of metrics, and internal marketing strategies. Sessions will cover financial statements, analyzing profit and loss statements, identifying organizational success metrics, defining stakeholders and customers, and developing a value marketing campaign to communicate the impact of learning initiatives. The goal is to help participants understand how to measure learning outcomes in business terms meaningful to stakeholders and customers, and effectively promote those outcomes internally.

1. Koreen Pagano
Director of Product Marketing, Lynda.com at LinkedIn
Author of Immersive Learning
@koreenpagano
Tweet today’s session #DevLearn
http://learningintandem.com
Elevate Learning Impact
How to Measure and Market Performance Improvement

2. Workshop Agenda
8:30 am Introductions and Your Goals
9:00 am Business Metrics 101
10:00
am
Break
10:15
am
Analysis and Evaluation
11:30
am
Metrics Presentations
12:00
pm
Lunch
1:00 pm Internal Marketing 101
1:30 pm Defining Your Customer Segments
2:00 pm More Internal Marketing 101
2:30 pm Break

3. Business Metrics 101

4. There are 3financial statements
commonly used to measure a company’s
health:
Income Statement (P&L)
Balance Sheet Statement
Statement of Cash Flows

5. What’s a
P&L?
(Income
Statement)

6. Cost
Revenue
Profitability

7. What do you value?
Fast.
Cheap.
Good.

15. 80% common business
success metrics.
20% snowflake
metrics.

17. Stakeholders.
Employees.
Customers.

18. What are some companies
known for:
• Amazing customer
service?
• Treating their employees
like gold?
• Making a lot of money for
their investors?

19. 2015: #1 2015: Top 252015: #3

20. Fast.
Cheap.
Good.

22. Stakeholders.
Employees.
Customers.

23. P&L Analysis
In groups of 2-3, review the P&L
statement handouts. There are 2
competitors in each segment.
For company, what does the P&L
reveal about their business?
What company do you think is
associated with each P & L?
20 minutes for analysis
10 minutes for presentation

24. Analysis & Evaluation

25. ROI
Return on Investment
$ Training $$$

26. Return on Investment
What do you want in return?
More money?
Less cost?

27. Metrics that
DON’T
matter.

28. Time in training.
Courses
completed.
Passing scores.
Number of attempts.

29. Your Organization’s
Success Metrics
For your organization, identify where you
think you fall in:
• Good/Fast/Cheap
• Shareholder/Employee/Customer focus
• Snowflake characteristics
What are success metrics that are/might
be meaningful for your L&D initiatives?
10 minutes for metrics identification
10 minutes for peer-to-peer discussion
10 minutes for whole group presentation

30. The Importance of Analysis

31. What is the
business problem
you’re trying to
solve?

32. WHO
is involved in this
problem?

33. For each person...
team…
company…
How do you measure
success?

34. Performance metrics.
Not
learning
metrics.

35. Evaluation Is Not The End

36. Close the loop.
What made an impact?
What didn’t?
What did you learn?
What will you do differently
next time?

37. Your Metrics for
Success
Identify a learning initiative in your
organization:
• What is the business problem to solve?
• Who are the people involved in the issue to be
addressed?
• What are the success metrics used to measure the
performance of those people? Departments?
Companies/organizations?
10 minutes for metrics identification
10 minutes for peer-to-peer presentation
10 minutes for whole group presentation

38. When we come back…
How can you
communicate the
impact
of your learning
initiatives?

39. LUNCH!

40. And we’re back!
How can you
communicate the
impact
of your learning
initiatives?

41. Internal Marketing

42. What is product
marketing?
The overall process of
conveying a good or service
to customers.

43. How is product marketing
different from other kinds
of marketing?
Brand marketing
Marketing communications
Public relations

44. Why product marketing for
learning?
You need to communicate the
value of learning initiatives
UP to stakeholders and
DOWN to customers

45. The business of L&D is
providing products and
services to the
organization to address
critical performance
issues.

46. Without marketing,
products and services fail
to reach their potential for
engagement and the
business impact is not
understood by
stakeholders.

47. If your product does not
provide what your
customers want and need,
no amount of marketing
will convince them your
product has value.

48. The 7 P’s of Marketing
Marketing
Mix
Price
Product
Promotion
Positioning
Place
Packaging
People

49. People
Who are the people who are critical to
the success of your products &
services?
• Learners
• Managers
• Human resources
• Executive stakeholders
• Your organization’s customers

50. Defining Your L&D
Customer Segments
Who are your stakeholders (people within
your organization who are interested in the
business impact of L&D)?
Who are your customers (consumers of
L&D products and services)?
10 minutes for stakeholder identification (minimum 2)
10 minutes for customer identification (minimum 2)
10 minutes for peer-to-peer presentation

51. Product
What products and services are
appropriate for your business?
• Classroom training
• Elearning courses
• Video-based learning
• Social learning platforms
• Compliance training
• Simulations/game-based learning
• Informal learning platforms

52. Price (Value!)
How do your customers value your
products and services?
What type of investment are they willing
to make?
• Time
• Resources
• Budget

53. Place
Where are your products & services
offered?
Where do you need to market your
products & services?
• Live/Online
• Synchronous/Asynchronous
• US/Global
• Centralized/Dispersed

54. Promotion
How will you communicate the
availability and value of your products
and services?
• Meetings/presentations
• Email campaigns
• Internet/internal portals
• Newsletters
• Newsfeeds

55. Packaging
How do your products and services
look to your customers?
• Style
• Theme
• Professionalism
• Brand consistency

56. Positioning
How do your customers think about
your products and services?
What words do they use to describe
your products & services?
• Engaging
• Mandatory
• Useful
• Essential
• Boring

57. Defining Your
Positioning
Brainstorm what words each customer
segment would use to describe your
products/services.
Brainstorm the MEANINGFUL words
you’d WANT them to use 
5 minutes for current perspective brainstorm
5 minutes for desired perspective brainstorm
10 minutes for peer-to-peer presentation

59. Creating Your
Value Campaign

60. Pre-Launch
• Awareness
• Anticipation/buzz
• Opt-in list
• Blog/internal
social
communication
• Teaser videos
• Baseline metrics
analysis
Launch
• Launch event
• Social proof
• Scarcity
• Bonus incentives
• Impact analysis
begins
Post-Launch
• Don’t miss out
(scarcity)
• Case studies
(proof)
• Success
interviews (proof)
• Reviews and blog
posts
• Success stories
• Testimonials
• Ongoing impact
analysis

61. Pre-Launch
• Awareness
• Anticipation/buzz
• Opt-in list
• Blog/internal
social
communication
• Teaser videos
• Baseline metrics
analysis
Launch
• Launch event
• Social proof
• Scarcity
• Bonus incentives
• Impact analysis
begins
Post-Launch
• Don’t miss out
(scarcity)
• Case studies
(proof)
• Success
interviews (proof)
• Reviews and blog
posts
• Success stories
• Testimonials
• Ongoing impact
analysis

62. Remember this morning?
What were your
metrics for success?

63. Communicating
Value
Tell the story.
Quantitative:
• Adoption
• Impact on metrics
Qualitative:
• Testimonials
• Success stories
• Case studies
Use the language a
nd data most meani
ngful to your audien
ce!

64. Your Campaign
Develop a creative brief for
communicating success to your
stakeholders.
Include:
• Assets to tell your story
• Key messages to communicate
• Call to Action (CTA)/outcomes desired
15 minutes for creative brief
10 minutes for peer-to-peer discussion
Whatever time is left for presentations to the group!

65. Thank you!
@koreenpagano
My book is available at the
DevLearn Bookstore,
td.org/immerse
or
amazon.com!
Lynda.com
learningintandem.com

66. Extras