Training Industry Magazine - Spring 2022 - 45

INVESTMENT
LEADING INDICATORS
BUSINESS RESULTS
# of Customer
Contracts
Appointments
(# and %)
Closing Ratio
Appointments
(# and %)
Selling Success
Proposals
Presented (# and %)
# of Referred
Customers
Customer
Satisfaction Index
# of Repeat
Customers
Gross Profit
Per Sale
SOURCE: Developming Human
Capital, Bonnie Beresford (2014)
with business stakeholders, together
defining what success would look like,
starting with initial training activities
through outputs, outcomes and impact
- all in measurable terms.
Note that the map expands the typical
L&D purview of data, bringing in the
business data that is essential to
showing business impact. With these
key performance indicators (KPIs),
the map tells the hypothesized causal
story, making the argument that
positive results on leading indicator
metrics will lead to positive business
outcomes and that positive business
outcomes lead to an impact on overall
organizational goals.
A measurement model helps in getting
aligned with stakeholders, building
agreement on the causal chain of
evidence, defining " what to measure, "
and serving as the foundation for a good
research study design.
B. A Study Design for Learning
The logic model defines " what to
measure. " The measurement plan or
study design describes " how to measure. "
It
includes hypotheses to be tested,
data requirements, time parameters,
study approach (e.g., observational
study using test and control groups)
and other influencing variables - those
other plausible explanations (e.g., region,
tenure, ad campaign and so on) that must
be controlled for in the analysis.
With all the details laid out and data in
hand, the hypotheses can be tested,
and the other influencers can be
examined for their effect. The analysis
will determine if an effect of training was
TRAINING INDUSTRY MAGAZINE - SPRING 2022 I WWW.TRAININGINDUSTRY.COM/MAGAZINE
found and if there were any interactions
with the influencing variables. Now,
when sharing results, L&D is in a strong
position. Stakeholders have already
bought into the map they helped create.
The research design addressed other
plausible factors. This is the makings of
a strong and credible causal argument
for the business impact of training.
SUMMARY
The " causation dilemma " really isn't new.
Nor is it unique to training. Today, across
industries, scientists and practitioners use
experimental and observational study
design approaches to test hypotheses
and make credible causal arguments. It's
time for the learning industry to follow suit
and draw on the study design methods
used so successfully in the social and
physical sciences.
Bonnie Beresford is an industryrecognized
human capital strategist,
performance consultant, speaker and
author who leads the learning and
performance analytics practice at GP
Strategies. Email Bonnie.
| 45
Repeat and Referral
Sales Volume
Total Gross
Profits
Gross Profit
Per Sale
Increased Market Share
and Profitability
New Customer
Sales Volume
Total Sales
Volume
STRATEGIC GOALS
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