CLO Discusses How to Increase Profits Using Marketing Methodologies; L'Oreal Sells Learning to Its Employees to Boost Its Bottom Line.

CHICAGO -- Learning executives are continuously challenged to sell the benefits of the intangible, and they encounter significant resistance in the process. Senior management recognizes the value of learning but limited resources mean accountability and results are required almost before investments are made. The Productivity feature in the February issue of Chief Learning Officer magazine examines how marketing methodologies can gain audience buy in and help focus learning to ensure that development activities make a direct contribution to an organization's coffers. A case study on L'Oreal explains how the company sells learning internally to plump its bottom line.