INTERPRETATIVEDATA: WHAT’SSHAPING THEMARKETPLACE 263
Videoconferencing—less than 10 percent
Group—greater than 20 percentAnalysis and Discussion:There are some surprising results here.
For instance, e-mail, at 50 percent, is far above the expectations of
our analysts. These data suggest that technology is becoming part and
parcel of the coaching experience for both internal and external
coaches. In fact, e-mail and phone rated approximately the same—a
big surprise.21.How do you contract /structure a coaching intervention?
Specific timeframe—greater than 70 percent
One-time event—less than 30 percent
Ongoing event—greater than 60 percent of the time
Analysis and Discussion:Respondents rated one-time event coach-
ing lowest. In fact, 58 percent of respondents noted “never or almost
never” for coaching as a one-time event.- On what basis do you purchase coaching expertise (in rank order)?
- Daily rate
- Fixed rate for assignment
- Contingency basis
- Per individual intervention
Analysis and Discussion:It’s clear that daily rate is the most im-
portant consideration in how respondents purchase coaching expert-
ise from the qualitative discussions with organizations, the higher the
level of coaches the more inclination to daily rate arrangements.- Do you expect your coaching investment to increase this year (check
all that apply)?
Entry-level leadership—17 percent
Middle-level-leadership—30 percent
Senior-level leadership—25 percent
Executive-level leadership—35 percent
Analysis and Discussion:What’s interesting about this is that
whereas current spending on various levels of management and leader-
ship clearly is skewed toward senior and executive leadership, these
data suggest that this might change. Respondents suggest middle-level
leadership spending will increase at a significantly higher rate than
entry-level leadership, and even more than at senior-level leadership.