Demystifying Technical Training: Partnership, Strategy, and Execution

9.1. Why Market Technical Training?

A study by Expertus, Inc., and Training Industry, Inc., was conducted in 2008 to determine how training organizations use marketing to generate participation and support for internal training programs. The survey showed that only 15 percent of respondents had a formal marketing plan and only 38 percent had a budget for marketing. Training organizations were aware that they should be doing more in this area, but, as one training executive admitted: "Marketing and communication is something we are lousy at." While the expectation that every training organization should have a marketing plan and allocate a budget for marketing is unrealistic, training organizations can clearly do a better job of marketing training. ...