Focus on Adding Value, Let the Rest Sort Itself Out

Buyers and market watchers are always interested in the horse race. Who’s winning? Who’s losing? But looking at the current learning technology market as a zero-sum game misses the point. It’s not whether traditional or next-generation solutions will emerge victorious. It’s how these solutions will work together to deliver results for buyers.

The world of corporate learning is in the middle of a big shift, and buyers and vendors are finding themselves trying to paint the train while it’s moving. “It’s not a finish-your-plate, course-centric environment anymore. People jump in and jump out,” said Brandon Hall’s Michael Rochelle. “Vendors are trying to hit the learner at the point in time when they need it. I don’t think there is such a thing as next-gen learning. I think it’s really about a continuation of what people need to learn. And we have to have the technology keep pace with how people are needing to learn, and their evolving needs.”

Buyers are not looking for replacements as much. They’re looking for additive value. Can you add value to strategy and customer success? Can you help your buyers demonstrate ROI and show their employees what’s in it for them? The vendors that accept this new reality are the ones that are going to be the true winners in the market ahead.

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A Note of Thanks

Many people generously gave their time and offered unique perspectives and insight to help make this report possible. Several have quotes attributed in this report, others helped anonymously, and others contributed in the background. Thanks to each and every one of you.

About This Report

© 2017 The Starr Conspiracy Authors: Roberta Gogos, Lance Haun, Steve Smith, and Heather Tolksdorf Editors: Steph Buchanan and Jonathan Goodman Research partners: Brandon Hall Group, Fosway Group, Bluewater Design: Bailey Blanchone Technology: Kyle Simmonds and Brian Chatman Project management: Racheal Bates and Emily Byrne

This report contains general information only, and neither The Starr Conspiracy nor its partner firms and affiliates are, by means of this report, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This report is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your finances or your business. The Starr Conspiracy, its partner firms, and affiliates shall not be held responsible for any loss whatsoever sustained by any person who relies on this report.

About The Starr Conspiracy

The Starr Conspiracy embraces the humanity in business to build brands that have emotional resonance. More than a global business-to-business marketing agency, we’re a movement. We’re changing the way technology companies view themselves, their customers, and the world. Unlike conventional agencies, we fuse advertising, technology, and advisory services in completely new ways — ways that defy categorization and challenge the old-school agency structure.

Research Partners

About Brandon Hall Group

Brandon Hall Group is an HCM research and advisory services firm that provides insights around key performance areas, including learning and development, talent management, leadership development, talent acquisition, and HR/workforce management. With more than 10,000 clients globally and 20 years of delivering world-class research and advisory services, Brandon Hall Group is focused on developing research that drives performance in emerging and large organizations, and provides strategic insights for executives and practitioners responsible for growth and business results.

About Fosway Group

Fosway Group is Europe’s No. 1 HR and learning analyst. We know that all aspects of next-generation HR and talent are more intertwined than ever. When you work with us, you accelerate your insight and make better decisions. Our analyst services deliver the insights your organization needs to achieve results and eliminate risk. And just like the Roman road we draw our name from, you’ll find that we’re unusually direct. We don’t have a vested interest in your technology or consulting choices, so you can depend on us to tell you what you need to know to succeed.

About Bluewater

Bluewater provides consulting for learning, talent, and human capital management for clients around the globe. Since its founding in 2003, Bluewater, under the leadership of President and CEO Chris Bond, has been transforming the industry, with a focus on helping organizations get the maximum value out of their technology investments, solving for talent gaps, and forwarding business outcomes to ensure long-term value. Bluewater’s vendor-agnostic teams in the U.S. and Europe are certified on multiple systems. They help clients solve business problems and support successful selection, implementation, optimization, administration, and reporting, recognizing that licenses don’t solve business problems.