Client – BDC

BDC logo

Client Success Story

The BDC is a financial institution owned by the Government of Canada with a mandate to provide financial and consulting services to businesses. They partnered with DoubleDigit Sales to improve the conversations they were having with clients and instill disciplined sales management approaches.

“BDC partnered with DoubleDigit Sales because they quickly understood BDC’s culture and adapted programs and materials to our specific needs.”

– Diane Martel, Senior Advisor of Learning Strategies

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Training ROI of 74%


Improved Sales Performance

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Loan Values Increased 34.6%


The Business Development Bank of Canada (BDC) provides commercial loans and consulting services to help small and medium sized enterprises grow. Their network of 94 branches serves 28,000 clients across Canada.


BDC wanted Branch Managers to coach Account Managers under their supervision not only to “hit their numbers”, but also to move up in the organization. “Business Activity Management Excellence” was created to develop coaching skills that would achieve these goals.


The training: Delivered to Branch Managers across Canada, the blended learning format combined face-to-face workshops with webinars, where participants discussed successes and challenges as they developed new skills.

Content: Using a feedback model, leading one-on-one meetings, diagnosing the sales pipeline, handling account managers’ resistance, using the accompanied-visits process, and leading team meetings.

The evaluation framework: The Learning Value Chain developed by Gillis and Bailey, was used to measure the business value of the training. The measurement was completely done by a third party: Learning Designs Online. This framework uses a chain of critical outcomes. Training is evaluated at each of four links: Capability, Transfer, Business Results, and ROI to assess how much progress was made towards reaching the key outcomes.


Capability: At the first link, participants perceived the training as valuable across eight key areas of learning. 90% of participants rated their knowledge and skill level as “high” after the training – up from 33% before the training. They felt confident that they could apply the learning to their jobs.

Transfer: Substantial value was demonstrated at this stage, with 61% of respondents reporting that they were applying their learning to a high degree, and 31% reporting a moderate degree.

Business results: 52% of Branch Managers reported a high level of performance improvement, and 36% reported moderate improvement.

The bottom line: Account Managers in the target group substantially improved performance, with an ROI in training of 74%.


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Sales Culture Effectiveness Report