Most of our elearning supports sales. Courses are designed to help salespeople, at all levels and in all channels, sell more product. That seems simple enough, but we've learned that you can get so wrapped up in features and benefits and marketing mumbo-jumbo that you actually lose site of what it takes to make the sale. That's an oops!

This kind of elearning has less impact, and therefore less value, when it is not strategically integrated with sales, marketing and communications functions.

A company's strategies should result in a recognizable web of messages and tactics that help to implement those strategies. eLearning needs to be a very deliberate part of that context, and should:

• Extend brand and marketing efforts, so that customers get the same messages from sales people as they do from ads, websites and other elements of the marketing mix
• Help salespeople understand not just product features, but why people buy their products and how to differentiate themselves from their competition
• Provide solutions that can be put to work immediately, providing unmistakable learner value
• Educate employees and sales professionals...even your customers (who use the web everyday to investigate products before they buy)

Never think of elearning as just training. It's part of strategic planning, marketing, sales and organizational development. This kind of integrated, strategic elearning will provide a broader perspective of needs, a deeper understanding for the right solution, and a stronger return on your investment.