case study
Waters Corporation Sales
Education Center
INDUSTRY Analytical/Medical Device
ON24 SOLUTION ON24 Virtual Environment
SUMMARY Waters Corp. chose the ON24
platform to create a visually appealing 3D
environment for its sales force training program.
The company enhanced its e-learning initiatives
with a multitude of new training resources,
all housed in a single location that is easy to
search and navigate. Customization efforts also
maximized the visual aestheticof the training
platform as well as its ease of use.
INTRODUCTION
SITUATION
Analytical device company has a defined training need
How to make training readily available and visually
For 50 years, Waters Corp. has developed high-performance
engaging
liquid chromatography instruments used to separate and identify
The company’s digital learning management system (LMS)
chemicals and mass spectrometers that help identify chemical
was effective but cumbersome to use. The linear nature of the
compounds.
platform was not engaging enough, and even if a salesperson
The Waters sales development and support team typically
conducted sales training in a classroom setting — an effective
knew the course he/she wanted to take, it took several clicks to
connect to the specific learning modules.
but also very time-intensive and costly process that takes its
Waters wanted a 3D virtual environment that was interactive and
international sales force out of the field for up to a week at a time.
engaging, one that would remove the feel of staring at words on
The training team was investigating a more flexible education
system to support and supplement live classroom training, a new
approach to educate the sales force
a computer screen. A strong visual appeal was important, as the
Waters team understood that today’s technology users respond
better to solutions with images and sound.
++With shorter modules (15-20 minutes)
After reviewing several other virtual environment platforms, the
++That can be viewed on mobile devices
Waters team chose ON24.
++And are easily accessible to every member
of the global sales force
case study Waters Corporation Sales Education Center
SOLUTION
RESULTS
Visual appeal draws them in, content keeps them
Collaborative effort yielding positive reactions
engaged
Waters
began
a
staggered
rollout
of
the
virtual
training
With the ON24 Virtual Environment platform, the Waters’ sales
environment to several hundred sales reps and specialists in more
force has access to an expanded roster of training information
than 50 countries around the world.
and resources, videos, seminars, primers, sales messaging guides
and course evaluations — everything related to training, including
the LMS courses, all in one place.
The sales force’s immediate reaction and feedback have been
overwhelmingly positive. Several of the company’s sales managers
are embracing the training platform, contacting their regional
The visual aesthetic was an important requirement. When users
salespeople directly and recommending specific trainings and
log on to the ON24 platform, they’re entering a virtual training
relevant resources they feel will help increase client conversations
facility, with different “doors” taking them into specific resource
and conversions.
rooms.
Since the launch, the team has run daily attendance reports
Waters worked with ON24 and leveraged many of its capabilities,
to identify the number of visits, courses taken, resources
including:
downloaded, and the amount of time spent in the platform.
++Unique Evaluation Center: Users take a brief quiz, and if they
Analyzing the information helps the team update and adapt the
answer a certain percentage of the questions correctly, the
evaluation center will suggest the appropriate courses. They
then can decide if they want to take the course or not.
content to fit the sales force’s learning needs and preferences.
++Customized training rooms by product or market:
The Waters training team is especially satisfied with the
collaborative efforts that brought the virtual training environment
to life. ON24 proposed the ideal platform with the appropriate
In every room a subject matter expert welcomes
the participant via a video. Each room has a custom
background and buttons for accessing the e-learning
modules, classroom courses and resources.
capabilities, and Waters understood how they could enhance the
platform to add value.
Waters’ goal is to double the audience and the number of virtual
++Quick course review: Moving a mouse over a course
training environment visits throughout the year compared to the
listing, users can view a short explanation of the course,
course duration and the average rating by their peers.
prior platform. It is an objective the team expects to easily reach.
“The navigation and the visual aspect of the virtual learning
environment are very important to us. We are able to
make our sales force successful by giving them the right
information, about the right customers at the right place, in
an attractive manner.”
– MANAGING DIRECTOR
SALES DEVELOPMENT & SUPPORT
WATERS CORP.