MOUNTAIN VIEW, CA -- 10/01/08 --
Expertus (
www.expertus.com), a global
leader in helping companies fuel business growth by maximizing the value of
training investments, today announced they have released the findings from
their recent study, Internal Marketing for Corporate Training Programs.
There were 73 qualified respondents, all internal corporate training and
development professionals whose organizations widely varied in size, scope
of resources, budget and other applicable factors. The full results report
can be viewed here:
http://www.trainingefficiency.com/system/files/Survey+Results_Marketing+
Training+Internally_Expertus.pdf.
Expertus found that while some organizations use marketing as a means to
improve training utilization, others do not place any emphasis on
marketing. In fact, the lack of budget dedicated to marketing was
shockingly low. The average budget was $6,660, which is around 43 cents per
employee, per year -- about the price of a postage stamp. Compare this to a
typical training supplier, who can spend as much as $1,000 just to get one
person to register for a class. In fact, 62% of these training departments
allocated $0 to marketing.
"Although organizations everywhere are watching budgets closely, we found
it interesting that promoting internal programs is such a low priority,"
said Ramesh Ramani, Founder and CEO of Expertus. "This survey revealed
quite a bit of interesting information about the lack of a formal presence
of marketing in training organizations."
Other key findings include:
-- Only 15% of respondents have a formal marketing plan.
-- Regarding staffing, respondents did allocate an average of 60% of
one full-time person to marketing training and 10% of an outsourced
position. However, 38% of companies had no one at all working on marketing.
-- While half of the respondents use different marketing activities
for different types of training, 45% market all training programs alike.
The remaining 5% do not market individual training programs.
-- The responses indicate that regardless of the technique (email
blasts, posters, internal website updates, etc.), HR or training
departments are responsible for doing the majority of the marketing
activities and external vendors are used less than 5% of the time. In
varying degrees, internal marketing departments sometimes help support
these marketing activities.
-- 60% of organizations that take the initiative to market programs
measure the effectiveness of the marketing campaigns. For those that do
measure the effectiveness of marketing activities, surveys are a prevalent
source of information.
-- 73% use no incentives or rewards for participating in internal
training programs.
"Training organizations are most effective when run like a full-service
business," added Ramani. "The fact that marketing is a weak link in the
organization could explain why program participation and company-wide
knowledge about training resources are lacking in many companies."
To view the full results of the study and comprehensive charts, visit
http://www.trainingefficiency.com/system/files/Survey+Results_Marketing+
Training+Internally_Expertus.pdf.
About Expertus
Expertus, a global leader in helping companies fuel business growth through
maximizing the value of training investments, provides a variety of
training outsourcing services for technology, administration, program
management, and strategic initiatives. From implementing and managing LMS
and learning-related technologies, to supporting major customer training
initiatives, to seamlessly handling all aspects of training administration,
Expertus has helped major companies such as NetApp, Cisco, ADP, EMC,
Schlumberger, and Hyperion achieve efficiencies in corporate learning and
development. Expertus employs 500 professionals across its offices in the
US, UK and India. For more information, go to www.expertus.com or call
(877) 827-8160.
Press Contact:
Alicia Hassinger
Communications Strategy Group
ahassinger@csg-pr.com
(720) 933-8119
