In March 2006 the School of Coaching ran an event (The Future Landscape of Coaching 06/07) looking at the current market for executive coaching - and in March 2007 the event was repeated. Many of the observations made a year ago were still relevant but some new elements had appeared.
From the individual coach's point of view:
- continuing commoditisation of executive coaching leading to downward pressure on prices and the pressure for coaches to find distinctive niches.
- increasing numbers of organisations building books of coaches (though being in the book doesn't always lead to work!).
- purchasers becoming increasingly informed and challenging.
- increased barriers to individuals working in organisations as they rationalise their portfolio of coaches Ð providing opportunities for coaching houses with a clear approach to capitalise on this.
- increasing emphasis on standards - accreditation, supervision regime, references - leading to pressure on coaches who can't demonstrate real qualifications / experience.
- word of mouth / relationships / networks are still the primary sources of individual and team coaching work.
- supervision is increasingly required - but coaches are generally only willing to pay therapeutic rates.
From the corporate client point of view:
- continuing commoditisation of executive coaching.
- actively seeking the best way to manage a cadre of coaches - building books of coaches is one solution; outsourcing the whole coach provision and management is another.
- continuing demand for scientific ROI measures - though these remain elusive.
- some organisations investing in coaching cadres beyond just selection and evaluation - working more in partnership and providing supervision, community and a systemic perspective.
- more internal coaching services being established needing formal training / certification / supervision and up front consultancy advice.
- software products to manage coaching programmes - mye-coach, Coachbroker - and facilitate on-line coaching - Hummingbird, the GROW Card system.
- Rapid growth in ICF, AC and APECS coach certification reflecting the need of coaches to be seen as "bona fide" - other bodies likely to enter the arena.
- European regulation likely to emerge - EMCC working in Europe with other bodies to form recognised self-regulation body.
- attempts in US to regulate coaches as non-medical healthcare professionals being resisted by coaching bodies.
- even more confusion in the coaching market as disciplines such as Positive Psychology, Clean Language, and Appreciative Inquiry get merged into coaching practice.
- Head hunters / search firms will continue to struggle with building coaching practices and finding the synergies.
- More demand for supervision - but prices will have to rise to attract high quality supervisors into the market.
- increase in technology-enabled coaching to reach international audience.
- coaching will split into that managed centrally by HR which will be increasingly 'mechanised' and that commissioned by the Board which will be more imaginative / value focused.
