The International Coach Federation’s Corporate Coaching Survey Results
A View on Executive and Business Coaching, Sales Management Coaching, and Coaching Employees
In 1999, in perhaps the early adolescence of corporate coaching, the International Coach Federation and Linkage, Inc. jointly conducted a survey of over 4000 corporations. Many of the responses, if not all of them, are just as valid a few years later. They tell us a great deal about companies’ views on executive coaching or business coaching, sales management coaching, and coaching of employees. We’ll begin with the survey respondents’ list of the benefits of professional coaching services.
What Was Working in Business Coaching:
• Improved performance for individuals
• Improved bottom line results, including profit
• Improved client service and competitiveness
• Improved succession planning, or development of people for the next level
• Increased confidence
• Enhanced skills and self-empowerment
• Better achievement of goals
• Improved relationships
• Improved retention rates
Click here for more on the return on investment of coaching.
What Was Not Working in Business Coaching:
• Companies don’t know how to deliver or how measure the effectiveness of coaching
• Getting enterprise-wide buy-in
• Getting executive buy-in and modeling
• Impatience on part of upper management with time investment required for coaching to really work
• Having credible, expert resources for coaches that are aligned with company values.
On Internal Business Coaches:
• Companies sometimes use internal coaches
– As a way to leverage HR and reach all employees
– because internal coaches know the company culture
– in-house expertise is easily shared
– to train managers in coaching skills
– Some think it can be more practical and cost-effective
On External Business Coaches:
• Corporations use external coaches
– for the executive ranks
– for increased confidentiality
– because internal consultants are devalued
– because external coaches can train managers to coach
– because everyone is too busy internally to coach
– because boundaries are clearer
All Corporate Coaching:
• Both types of coaches are considered a perk for top performers.
• There is no consistent methodology for coaching
• Coach training is delivered with inconsistency
Views and Benefits of Corporate Coaching:
• To a great extent the survey respondents saw coaching as a form of consulting, performance training, or competency improvement, as well as for leadership development and change.
• There is no standardization of coaching amongst corporations yet, and there is no one guru or leader.
• Companies objective, documented evidence of their coaching success.
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