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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  January 05, 2012

Latest Training Stats

You’ll hear a lot about the uptick in training, especially from the recent study from Training Magazine.  What I like about this survey:  pretty fresh data (gathered in early Summer) and no stats on government spending.  Before we do a happy dance, let’s drill down.

Good news:  spending to outsiders jumped $2B (yes, that’s billion) last year for a total of $9.1B USD.  The key question:  what are they paying outsiders for?  One word:  technology.  Online learning tools get 38% of the outside budget pie.  Consulting:  25%, certification programs are 24%, and content development is 30%.  The biggest loser in our wheel house:  only 16% in business skills.

And the sweet spot in the market?  It’s not the industry giants anymore.  Mid-sized companies have the biggest increase compared to 2010.  Yes, they have less money to spend, but the big boys are cutting back.  Their most important priority:  reducing costs.

Want more?  Check the study out for yourself at http://www.trainingmag.com/sites/default/files/trg_2011IR.pdf


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.