Can Online Training Methods Unlock Value?
Featuring Siddharth Shekhar Singh
Gamified online sales training boosts sales, but peer behaviour, product type, and region determine who benefits most.
October 10, 2025
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Siddharth Shekhar Singh
Associate Professor of Marketing. His research focuses on how firms can build and sustain competitive advantage by identifying the right customers for acquisition and retention and managing those relationships profitably over time. He studies marketing strategies such as customer engagement, loyalty programs, and online customer communities.
Key Takeaways
- Online training improves sales performance, but the gains are quicker for familiar products and slower for newer or more complex ones.
- The impact varies dramatically across individuals and regions, reflecting differences in roles, contexts, and personal characteristics. It suggests that training should be adapted, not standardised.
- Peer influence matters greatly. While deeper engagement by colleagues boosted performance, broad, shallow participation sometimes undermined it.