Resources  >> Training Trends

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  |  December 09, 2010

Training Trends

Good news:  Training Magazine has continued its annual study on the training industry.  Twenty-nine years strong, this survey featured data gathered in the summer, so the findings are relatively current for this depth.  The respondents are corporate folks with at least 100 employees, with 20% final decision makers and 67% recommenders.  The respondents are also categorized by number of employees:  39% are small (up to 999 employees), 36% are midsize (1,000 to 10,000) and 25% are large companies (more than 10,000).

The view at 30,000 feet:

  • Total U.S. training spend is $52.8B, with 76% reporting that budgets stayed the same or decreased this year.  Very small increase ($600M) from last year.  Shows that training is not rebounding with the economy.
  • Spending for outside vendors has decreased by almost half from $13.5B in 2005 to $6.9B in 2010.

The findings we experts care the most about:

  • New growth area is management/supervisory training.  Biggest increase for 2011 will be in supervisory/management training at 27%; executive development is only 12%.
  • Small and midsize companies are focused on instructor-led and blended learning.  Large corporations are focused on online and computer-based methods.
  • Blinding flash of the obvious:  online training is not embraced in executive development.

Priorities for 2011:

  • Top choice:  almost 40% cite online learning tools and systems; a respectable 27.5% say content development is on their list.
  • Consulting 20.8%.
  • Talent management tools and systems:  only 14.3%.

Bottom line:  executive development is super crowded for 2011, so think about how your expertise can apply to the front-line folks.  And unless your business model has a lot of technology, go for the smaller to midsize firms.  Click here for all the findings.


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.