2018 Research: Chapter 6 - Future Trends / Innovations / Fees + Conclusion

CoachSource is pleased to provide the last in a series of seven blog posts featuring chapters from our 2018 Executive Coaching Research Study. In this post, we feature Chapter 6 of the report, "Future Trends / Innovations / Fees," in its entirety. We are also including the Conclusion, Acknowledgments and About the Researchers sections in this final blog post.

Chapter 6 includes the following:

  • Region Versus Coaching Trends
  • Innovation in Coaching
  • Dollars Spent Per Executive
  • Coaching Fees
  • Plus the Conclusion, Acknowledgments and About the Researchers sections

To read prior chapters, please visit our blog. To stay informed on CoachSource, our research, and news, please subscribe to our newsletter.

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Chapter 6: Future Trends / Innovations / Fees

Region Versus Coaching Fees

Turning the focus towards the future, often the most popular portion of our research concerns future trends in the executive coaching industry. We asked participants, “How likely are the following trends in the executive coaching industry in the next 3-5 years?” (Although we asked this question in 2013, we did not specifically provide respondents with a range of time for the 2013 study, e.g., 3-5 years).

In 2017, organizations (86%), internal coaches (89%), and external coaches (89%) agreed that Leadership development programs with additional coaching will be the most likely ensuing trend over the next couple of years. On average, Leader-as-coach training was the second most likely trend moving forward and Team coaching was the third most likely trend for 2017. Interestingly, when not averaged across the rater groups, only Leadership development programs with additional coaching was the only agreed upon trend at number one. Organizations (83%) and internal coaches (89%) chose Leader-as-coach training as their second most likely trend, whereas 85% of external coaches chose Coaching for millennial leaders as their second most likely trend.

Regarding the third most likely trend based off individual rater groups, 80% of organizations selected External executive coaching increasing, 84% of internal coaches chose Internal coaching, and 84% of external coaches responded with Team coaching. Potentially due to biases (e.g., internal coaches ranking internal coaching as a top three trend), these differences among the groups display that there is some misalignment among the rater groups concerning the future of executive coaching.

On the other end of the scale, however, all three groups selected Artificial intelligence will eventually replace human coaches (38%) as the least likely future trend. Figures 39 and 40 display the potential trends in the field as averaged and ranked from most popular to least likely. Also, Figure 41 lists the trends as ranked from most likely to least likely as determined by each respective rater group. (Figure 39 appears below; figures 40 & 41 appear in the PDF of the chapter).

Upon comparing the 2017 results to the 2013 study, internal coaching was selected with higher frequency this time around (average of 69% across groups in 2013, average of 79% across groups in 2017). This increasing trend might speak to the notion that organizations might increasingly want to hire internal coaches to spread coaching further in the organization. Instead of spending company resources on searching for external, and non-permanent coaches, larger companies may seek to acquire an in-house cabinet of coaching professionals.

To read the rest of Chapter 6 "Future Trends / Innovations / Fees," please click here for the PDF.

Please note: This material is copyrighted by CoachSource, LLC.

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