CEdMA-Europe Members' Newsletter - May 2005

Welcome to the fifth CEdMA-Europe Members' Monthly Newsletter, which will be sent out at the end of May to CEdMA Europe members, to European colleagues of CEdMA USA members, and to CEdMA USA members. As usual, you will learn about updates to our forthcoming programme of events, but there is also a collection of recent articles whose content is consistent with the important topics that you our members voted to cover in our recent Conferences.

In this edition, we have a couple of articles on current trends in the UK plus a report and survey from Training Magazine in the USA. However, we have several articles on learning analytics/ROI, including all the presentations from the Learning Analytics symposium in New Orleans in March, plus a number on education outsourcing (now becoming known as BPO), in particular, those which give an IDC perspective from 2002, a bit of  history, the process, top 10 strategies, pricing strategies, and several case studies.  Finally, there are articles on technical certification.

I hope that you are enjoying accessing our website, If you are a CEdMA Europe member and want to access the "members-only" section, but don't have the password, please send me an email.


The May 2005 Conference

"Learning in the 21st Century"




21 members/guests plus five guest speakers and CEdMA Europe support attended the recent conference at IBM in Warwick. The guest speakers ran sessions on "How to influence others" (an essential piece of training manager development!), "Helping customers measure the ROI on training" and "Orchestrated Marketing". These plus other presentations and session output are available in the 'Members Only' section of the website:





21 June 2005 Workshop

"The well-rounded educator - myth or reality?"




This second CEdMA Europe half-day Workshop will take place on 21 June 2005 1330-1700 UK time at Sybase Maidenhead. By popular demand from you, the members, the theme is now Instructor Development and Accreditation. Speakers are Vic Wiseman, Director of Accreditation Services at the Institute of IT Training and Sarah Walker, Head of Training Services at Northgate IS.

Vic will address such topics as accreditation versus certification, educator or trainer, maintaining ‘peak of performance’, competency frameworks, what is available, a simple way forward, and what’s in it for me?

Sarah will describe what she has implemented by covering mmyth or reality, drivers for accreditation and the Institute of IT Training, business and customer benefits – TAP and accreditation, case studies and feedback.

To see full details, click here.

As at 26 May, there are 16 people enrolled, but as there is plenty of room we'd like to hear from all members and prospective members who wish to attend this free workshop. Please let me know if you or any of your colleagues will be attending, so that we can make sure we have enough seats, coffee, biscuits, and so on.

We shall send out joining instructions on Fri 10 June 2005.

Advance notice for 04 October Workshop

I am delighted to tell you that the speaker for this workshop at SUN Camberley will be Professor Steve Molyneux of the UK Learning Lab "where technology enables knowledge". For more details and to register, click here.

Advance notice for 10-11 November Conference

The CEdMA Europe Autumn Conference will take place on 10-11 November at a venue in the north west of England. The outline programme is already known.



Recent Articles from the Education and Training Press


The headings in this section have been changed slightly to reflect better the true contents covered.

Training Manager and Instructor Development

The June workshop addresses Instructor Development and Accreditation. Here are two articles which describe work with the Trainer Assessment Programme (TAP).


Centrica Training Skills Powered by TAP (May 05)
Richard Malam, Training Manager with Centrica Learning and Development has been explaining his approach to the development and certification of training skills. © 2005 Institute of IT Training

TAP into the news (May 05)
Gill Honey, IT Training Manager at News International has been outlining the range of ways in which structured training skills development has helped her department to deliver a greater return of investment in both Trainers and Training Facilities over the last six years. © 2005 Institute of IT Training

Current Trends

Here you find articles which address the state of our industry. First, there are two from the USA, a November 2004 salary survey and an October 2004 Industry report. Then, we have the UK Research Digest from April 2005 and the 2005 Q1 Market Monitor. Finally, there's a research study by IDC on the value of extending enterprise learning.


Training magazine's 22nd Salary Survey (Nov 04)
Training magazine's 22nd Salary Survey details what training professionals are earning and what their prospects are for the future. ©Training Magazine 2004


2004 Industry Report and Additional Charts (Oct 04)
Training magazine's 23rd annual comprehensive analysis of employer-sponsored training in the
United States. ©Training Magazine 2004


Research Digest Apr 05

A roundup of all the latest facts and figures, compiled with assistance from IT Skills Research. ©Haymarket Professional Publications Ltd 2005


Market Monitor 2005 Q1 (from IT Skills Research) – May 05

© IT Skills Research Programme 1998-2005, last modified 13 May 2005

Extending the Enterprise - The Value of Extended Enterprise Learning (Apr 05)
Independent research conducted by IDC and sponsored by Intellinex dated April 2005 looks at how extending enterprise learning can both increase the bottom line and raise end-customer satisfaction. ©IDC, April 2005


Selling and Marketing Education

No articles this month.


Learning Media

Knowledge Sharing for the Mobile Workforce (May 05)
Your employees are increasingly mobile. Is your learning? ©MediaTec Publishing Inc 2005

Education Projects

No articles this month.


Measuring Education Value
Here are the presentations from the Learning Analytics Symposium, New Orleans, 2-4 Mar 2005:

Industry Update on 5 Emerging Themes in Analytics
Opening Address by Kent Barnett, CEO of KnowledgeAdvisors. Kent provides an industry update.

The Importance of Human Capital Development
Keynote Address by Dr Jeff TH Pon, Deputy Director, Office of e-Government Initiatives, US Office of Personnel Management.

Learning Analytics Road Map v.2
Jeff Berk and Jeb Metric of KnowledgeAdvisors discuss the evolution of learning analytics.

Analytics for Corporate Universities
Danny Brown and Katie Bauer of Nextel Communications present on the ways Nextel uses learning analytics to monitor and report on their training programs.

Analytics for Commercial Learning Providers
Denyse McCuistion of Microsoft Corporation and Sara Chizzo of KnowledgeAdvisors present the tactics and benefits of using learning analytics technology to manage a channel of professional learning providers who partner with Microsoft to deliver Microsoft training to end customers.

Customer Skills and Training Impact – Metrics and ROI
Noam Kugelmass, Director of Global Operations Support for SAP Education presents a new program that Knowledge Advisors and SAP Education are launching, in conjunction with the ROI Institute, to work with SAP customers who are interested in using Metrics that Matter™ and the Phillips ROI Methodology™ to measure the impact that SAP skills and training investments have on their organization.

Case study from KA showing Human Capital and Business Results changes
Opening Address by Kent Barnett, CEO of KnowledgeAdvisors, who presents a case study showcasing the human capital and business results changes that accrued as a result of a technology training program.

Running Training like a Business (warning: > 11Mb)
Keynote Address by Frank J. Anderson Jr., President of Defense Acquisition University, discusses how to run training like a business.

Forecasting Impact and ROI
Forecasting Impact and ROI by D. Jack J Phillips, author, consultant, Knowledge Advisors advisory board member, and ROI expert, who presents on the need to predict impact and ROI as a component of your measurement process.

Training Analytics State of the Market
Industry Overview by Josh Bersin, Principle and Founder, Bersin & Associates, who presents interesting trends in recent years in the area of learning analytics.

Driving Impact at Nextel University
James Caprara, Vice President of Human Resources Development, Nextel Communications, presents the best practices Nextel uses to deploy learning metrics to help manage strategy and make future business decisions.

Demonstrating the Value of Learning at MicroSoft (warning: > 10Mb)
Lutz Ziob, General Manager of MicroSoft Learning, presents the keys to success for linking Microsoft company and product strategy with learning and then using metrics to validate it.

Best Practices for Implementing and Integrating Learning Analytics (warning: > 5Mb)
Mark Whiteside and Dr Chris Hardy of Defense Acquisition University share best practices in how to tactically roll out a learning analytics technology quickly and effectively.

Change Management in Learning Analytics
Jeffrey Berk of KnowledgeAdvisors talks about recent research conducted by KnowledgeAdvisors on the importance of change management when migrating to a more sophisticated learning analytics solution.

Here are three more articles followed by two case studies.

Talent Management - Valuing Human Capital (May 04)
To say that someone is “talented” indicates that they have an aptitude or gift enabling them to perform in an exceptional manner, relative to the rest of us. It is the job of the learning organization to mold individuals to maximize their potential, to help employees find their true talents and leverage them on the job, and to arm the workforce with the knowledge and skills necessary to perform in an exceptional manner. If the learning organization is able to accomplish this feat, it has increased the value of human capital. The purpose of this article is to discuss the learning organization’s role in the process of creating an exceptionally talented workforce and present some practical approaches to valuing the human capital effects of a talented workforce. ©MediaTec Publishing Inc 2004

Measuring Effectiveness with Learning Analytics (May 05)
The term “learning analytics” has been thrown around the training and development industry by everyone from technology heavyweights to analysts, consultants and practitioners. But what does it mean, how does it work, and where’s the value? In short, learning analytics means the study of the impact of learning on its learners. One of the most common ways to study the impact of learning is by measuring its effectiveness. This paper links the two. ©MediaTec Publishing Inc 2005

What Gets Measured, Gets Better - The Application of Learning Metrics (May 05)
Tom Peters may have said it slightly differently, but in the end, what gets measured, gets better. Or stating it in the reverse, what doesn’t get measured will never get better (and probably wasn’t all that important in the first place.) This is definitely not true of learning—we inherently understand its importance, and the ultimate goal of learning is to make things better, whether it trains an employee on a new skill or conveys the details of the latest product to the sales team. But is learning formally measured? If so, how? Test scores tell part of the story, but what about measuring the downstream impact of learning? Improving business performance is the new battle cry, and every process and expense is being scrutinized against its contribution. Learning is no exception. ©MediaTec Publishing Inc 2005

Aetna - Measuring Up With an Effective Turnaround (May 05)
Aetna’s metamorphosis began with a new CEO, a new vision and a new business strategy that would give the senior leaders accountability for the profit and loss of their units—a dramatic change in responsibilities from the previous regime. The task that lay ahead of Aetna’s executive development staff was vital: retool the 500-plus senior leaders with the turnaround and “back to basics” skills necessary to succeed. How would they measure the success of their learning initiatives? The same way the CEO measures success—with Wall Street numbers: revenue, income, assets and membership growth. ©MediaTec Publishing Inc 2005

USG - Constructing Learning for a Mobile Workforce (May 05)
The U.S. Gypsum Corp. (USG), which manufactures building materials like wall panels, ceiling tiles, and cement and composite boards, has a learning department comprised of two people: Mike Garber, USG’s director of training and development, and his training coordinator. Because the company has more than 13,500 employees at approximately 60 plants and 8,500 distribution centers around the world, Garber has adopted a mixture of learning solutions in order to educate a workforce that outnumbers his own staff by about 6,250 to one. ©MediaTec Publishing Inc 2005

Managing Costs/Outsourcing

Here are 16 articles on a wide variety of topics within the areas of managing costs and outsourcing. First, we have an IDC paper setting the scene in December 2002. Then, there's a group that looks generically at process, strategies, pricing strategies, and facts and figures. After that, there's a few from outsourcing suppliers describing their capabilities. Finally, look out for a UK whitepaper on staff versus contractor instructors and an intriguing discussion about offshore training outsourcing.

IDC Training and Development - Fertile Ground for BPO (Dec 02)
Learning business process outsourcing (BPO) is in the very early stages of adoption. In the near term, IDC believes that many large organizations will shift their buying patterns from discrete outsourcing of individual learning and development processes toward more comprehensive BPO as buyers of other HR services have. As the demand for HR BPO services bleeds into the training and development function, customer needs and preferences and the competitive landscape will rapidly evolve. Although different scenarios for learning BPO exist, IDC believes that over the next three to five years most relationships will be limited, which is discussed. ©2002 IDC

Training Outsourcing Process (Dec 03)
Organisations most successful in outsourcing their training function follow some variation of an industry recognized seven (7) step process.
© 2003-2005

Pricing Strategies (Dec 03)
There are three fundamental pricing strategies traditionally used to structure a training outsourcing deal. Each strategy incorporates the element of risk. Your tolerance for risk and your willingness to reward for success should drive your decision on which strategy is best for your organization. Risk is an important element because you must understand that the buy side company is always interested in reducing the costs of training and the supply side company is always interested in increasing the amount of revenue and profits from the outsourced training services. These objectives fundamentally are in conflict.
© 2003-2005

Top 10 Strategies for Training Outsourcing (Jan 04)
Training Outsourcing is a rapidly growing business strategy...not a trend! More and more, corporate executives are recognizing the value of using business process outsourcing companies to perform non-core activities that are important to the value generation of the company. Like other approaches to streamlining supply chain relationships, training outsourcing provides many financial benefits to both parties. Also, it helps management focus on its core business by reducing non-value added distractions, it increases sales to customers outside the current distribution channels, and it provides greater scalability of overhead costs. But training outsourcing relationships must be structured properly. There are many documented failures because fundamental strategies were not followed. This document provides the Top 10 Successful Strategies for getting started with outsourcing your training function.

© 2004

Training Outsourcing - A Bit of History (Jan 04)
In recent months, the number of research reports and magazine articles focusing on training outsourcing and training BPO (Business Process Outsourcing) have increased significantly. Many of these articles characterize the training outsourcing market as a new and emerging industry that originated in 1999 when Nortel and PricewaterhouseCoopers (PWC) engaged in a significant and comprehensive training outsourcing partnership. However, some would argue that the Nortel/PWC deal was simply a recent and sizable wave in an industry that has experienced several waves starting more than a decade before Nortel and PWC consummated their relationship.
© 2004

Training Outsourcing Facts and Figures (Mar 04) with slide 1, slide 2, slide 3 and slide 4
Designed for the Corporate Executives interested in training outsourcing, these short information items provide the maximum amount of data on marketing, sales, revenues, profits, trends, and other updates in a condensed format.
© 2004

Convergys Learning Vaults into the Training BPO Top Tier (Jun 04)
Strengthened by its recent acquisition of custom e-learning leader DigitalThink, Convergys Learning Solutions is serving the training outsourcing field with a complete portfolio of in-house capabilities. It targets all aspects of employee and customer training on an international stage.
© 2004

Raytheon Strengthens its Presence in the Corporate Training Field (Apr 05)
A learning company that first earned its stripes training US military pilots in the 1930s is today a major player in the fast-growing field of training outsourcing in the corporate world. It offers clients seven decades of turn key expertise.
© 2004

Intrepid Learning - Training Perspective wins over clients (Jun 04)
To appreciate the rapid growth of the training outsourcing field, consider how one company has vaulted from startup to seasoned provider of enterprise-wide outsourcing within a single year. It claims its biggest obstacle isn’t the competition; it’s the “status quo mindset” within internal training organizations. © 2004

General Physics Brings Experience and Quality to Learning BPO (Jul 04)
The current wave of interest by organizations in training outsourcing is often traced by experts to 1986, when the General Physics Corporation (GP) was signed by General Motors to become a full service provider of certain employee learning services. It was a natural step for GP, a veteran provider of performance improvement products and services to Fortune 1,000 companies, utilities and government customers. © 2004

Staff versus Contract Instructors Whitepaper (Jul 04)
The largest single expense for training organizations is the cost of instructors, both full-time staff instructors and contract instructors. Therefore, it is vital to thoroughly understand instructors' true and complete costs, how to compare staff and contract instructors, and when and how to use each of them. © 2004 The Training Associates

Accenture Learning Offers Global Approach to Outsourced Training (Aug 04)
Accenture Learning brings the experience of a worldwide consulting firm to help clients improve their learning processes. Its solution leverages collaborative, long-term business relationships that deploy leading technologies and global program management of the learning function.
© 2004

Intrepid and Autodesk - Thoughts on Customer Education (Apr 05)
Intrepid Learning Solution's recent announcement of a major deal with Autodesk demonstrates the company’s foothold in the critical and highly competitive training outsourcing market. This multi-year, enterprise-wide deal is a perfect example of a partnership created for the purpose of value creation as opposed to cost reduction. Many professionals in the training industry and some corporate executives continue to look at outsourcing as a cost discount strategy. But in the partner and customer training segment, it’s really more about value creation. It is more about how to leverage the value from intellectual property and transform it into future revenue streams for the business.
© 2005

Offshore Training Outsourcing, with Benefits, Concerns, Models (Apr 05)
Recently, there has been a lot of conversation about the rising trend of outsourcing in the training industry; however, few of these deliberations have focused on the topic of offshore outsourcing.  The purpose of this article is present some thoughts on potential benefits and real concerns associated with offshore training outsourcing and to describe some of the emerging models that are being used to provide offshore outsourcing services.  Hopefully, we can initiate some dialog throughout the industry about offshore training outsourcing so that organizations can intelligently assess the potential for outsourcing and structure effective relationships.
© 2005

The Maturation of a Training BPO - from Inception to Partnership (Apr 05)
Under the constant barrage of information and opinions surrounding training outsourcing, here is a real-world case study. The case study is neither a fairy tale nor fictional model, but a time-tested and proven business relationship that reviews four fundamental phases that led to a successful partnership.
© 2005

Instructor Resourcing

No articles this month.

Education Administration

No articles this month.


Skills Gap/Technical Certification

Finally, here are four articles on certification. First, IDC looks at which training certification is important. Then, there's a USA salary survey which supports the fact that (certain) certified professionals earn a lot more. After that, there's a description of how MicroSoft has introduced performance-based testing into its MCP programme. Finally, there's a look at low-value electronic transactions.

The Value of Quality Training in Sophisticated IT Environments – IDC (Sep 04)
Does IT training make a difference? Cushing Anderson, IDC’s research director of corporate learning and performance, thinks so. In this issue of IDC Analyst Connection, Anderson participates in a Q&A with EMC Corp. Through his responses he explores training from many angles—bringing new insights to executives and training managers. Anderson states that training solutions integrating business processes are more valuable than purely technology-focused training. He highlights the difficulty—and importance—of measuring ROI, and differentiates training “boot camps” from long-term education. As the bottom line, Anderson cites IDC research indicating that more than 78% of companies see training certification improving implementation speed and effectiveness. He also notes that factors such as reduced operational risk and downtime, faster problem resolution, fewer support calls, and other training-related benefits—can result in significantly increased ROI from organizations’ storage solution implementations. ©IDC, September 2004.

The Big Payoff - CertMag 2004 Salary Survey (Dec 04)
There’s no doubt that certified professionals can earn more-than-respectable salaries. This annual (USA) industry-wide study shows which areas are worth more than others to pursue. ©CertMag 2004

Microsoft incorporates performance-based testing into the Microsoft Certified Professional programme (Dec 04)
The Microsoft Certified Professional (MCP) program is one of the most successful certification programs in the industry with over 1.7 million individuals accredited all over the world. During 2005, Microsoft will be incorporating performance-based testing into a range of MCP exams. In this Q&A interview, representatives from Microsoft, Thomson Prometric Pearson VUE answer key questions about the new testing methodology. © Copyright 2003 - 2005

Certification - Get ready to look after the pennies (Apr 05)
Alan Bellinger looks at the rise of low-value electronic transactions and the skills required to build the systems and infrastructures that support them. © Haymarket Professional Publications Ltd 2005


And, Finally.....

  After a few messages from Aesop, let's look at why we must adopt positive  thinking  - The Murphy's plough positive thinking story.

McGinty, a farmer, needed to plough his field before the dry spell set in, but his own plough had broken.

"I know, I'll ask my neighbour, farmer Murphy, to borrow his plough. He's a good man; I'm sure he'll have done his ploughing by now and he'll be glad to lend me his machine."

So McGinty began to walk the three or four fields to Murphy's farm.

After a field of walking, McGinty says to himself, "I hope that Murphy has finished all his own ploughing or he'll not be able to lend me his machine..."

Then after a few more minutes of worrying and walking, McGinty says to himself, "And what if Murphy's plough is old and on it's last legs - he'll never be wanting to lend it to me will he?.."

And after another field, McGinty says, "Murphy was never a very helpful fellow, I reckon maybe he won't be too keen to lend me his plough even if it's in perfect working order and he's finished all his own ploughing weeks ago...."

As McGinty arrives at Murphy's farm, McGinty is thinking, "That old Murphy can be a mean old fellow. I reckon even if he's got all his ploughing done, and his own machine is sitting there doing nothing, he'll not lend it to me just so watch me go to ruin..."

McGinty walks up Murphy's front path, knocks on the door, and Murphy answers.

"Well good morning Mr McGinty, what can I do for you?" says Murphy.

And McGinty says, with eyes bulging, "You can take your bloody plough, and you can stick it up your bloody ****!"


Feedback, please!


Once again, I would really like to get input from you, the readers. I am also trying to create a library of useful articles on the website, all of which will appear first in a newsletter. If you have any article to contribute, please send it.


I look forward to seeing you at the workshop at Sybase Maidenhead.


Mike Dowsey

Business Development Manager