June 2026
Why Credit Union Sales Training Fails (And What Member-Focused Teams Need Instead)
Credit union staff resist sales training because most of it asks them to be something they are not. The problem is not the mission. It is the method.
Jeff May
Co-Founder and CEO, Wavelength Labs
Growth strategist and technologist. Writes about why training investments fail and what it takes to prove they worked.
Jeff May is Co-Founder and CEO of Wavelength Labs. He spent most of his career on the buying side of corporate training, most recently as Chief Marketing Officer of a multi-site early childhood education operator with more than 200 locations. In that role he approved training budgets, sat through the workshops, and watched the same pattern repeat: teams left energized, and within weeks the skills were gone.
That experience shaped the way Wavelength Labs is built. Jeff's focus is the part of training most vendors skip: what happens after the workshop ends, and whether anyone can prove the investment changed performance.
At Wavelength Labs he leads strategy, brand, and the technology behind the company's AI-powered practice and measurement systems. He writes about the business case for training that sticks, the measurement problem in learning and development, and why buying another program is rarely the answer.
Areas of focus
Training ROI and measurementLearning and development strategySales enablement technologySkill assessment design
Learn more about Wavelength Labs and the rest of the team.
Connect with Jeff on LinkedIn.
Articles by Jeff May
May 2026
How to Prove Training Worked (Not Just That People Liked It)
60% of executives rank ROI measurement as their top priority for training investments. Most L&D teams still measure satisfaction. Here's how to close that gap.
April 2026
Why Your Training Budget Isn't the Problem (Your Sustainment Strategy Is)
Organizations keep buying new training programs when the real issue is that nothing from the last five stuck. The budget is fine. The follow-through is missing.
March 2026
Why Sales Training Doesn't Stick (And the Science Behind Fixing It)
Most sales training fails because it relies on a one-time event without structured reinforcement. Here's what the research says, and what actually works.
March 2026
How to Measure Sales Training ROI
To measure sales training ROI, you need a pre-training baseline and a post-training reassessment using the same instrument. Here's how to move beyond smile surveys.
March 2026
How AI Role-Play Is Changing Sales Training
AI sales role-play is a training method where salespeople practice realistic buyer conversations with an AI that adapts its responses and provides immediate feedback.
Ready to make your training stick?
