CEdMA-Europe Members' Newsletter - March 2010


Welcome to the March edition of the CEdMA-Europe Members' Monthly Newsletter, which will be sent to CEdMA Europe members and to European colleagues of CEdMA USA members. Please note that from now on, the date on the newsletter will be the beginning of the month rather than the end.

As usual, you will learn about updates to our forthcoming programme of events, and there is the collection of recent articles whose content is consistent with the important topics that you our members voted to cover in our recent Conferences.

The News section contains four articles with the whole month's news, three of which contain individually dated news items.

In Reviews and Current Trends, there are nine reports, including six on 2009 reviews and two on 2010 predictions.

The Training Manager/Director Development articles follow the usual theme of providing useful support to you, so the four articles cover a range of management topics.

There is one article in Selling and Marketing Education on selling online courses.

As usual, the Learning Methods and Media articles are many and varied (15 this time), with five on e-Learning, two on LMSs, and two on web 2.0 technologies.

Case Studies and Projects has seven articles, including the top five of the Training  Top 125 plus two on projects.

Measuring Education Value has two articles, both about approaches to measurement.

There is one article in Process/Managing Costs/Outsourcing on outsourcing.

There are four articles in Training Professional Topics, two on training consultancy and two on presentation techniques.

In Skills Gap/Technical Certification there are six articles, including three on skills and two on certification issues.

Finally, in the section Webinars and Podcasts, there are three industry webinars, two industry interviews and one industry podcast.

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Workshop 10 March - “Working with Partners - Their View”





The spring CEdMA Europe half-day Workshop will take place on 10 March 1300-1700 UK time at VMware, Frimley, Surrey.

Although we had a similar workshop in Jun 2009, it concentrated on our requirements for working with partners. So, following the highly successful session at the Nov 2009 conference when we had customers tell us what they look for in using our services, the Mar 2010 workshop will feature partners who will give us their view of how and why they want to work with us.

Selling Partners
What makes you choose us, or our competitors, for inclusion in your portfolio?
What three things make up a successful partnership from your perspective?
What’s more important: a higher percentage commission or a bigger volume, or do you prefer a variable rate based on volume?
Do you prefer a sales agency or a reseller programme?
What don't we do/offer that you would like us to?

Delivery Partners
What makes you choose us, or our competitors, as a delivery partner?
What three things make up a successful partnership from your perspective?
Do you prefer a daily rate or a percentage of revenue, and why?
What differentiates you from the grey market?
What don't we do/offer that you would like us to?

Before that, we'll have a short feedback session from Barry Griffiths of NorthgateArinso whom CEdMA Europe funded to attend the Learning Technologies conference at Olympia on 27-28 Jan.


1300 Coffee
1330 Introduction - Mike
1335 The Learning Technologies Conference - Barry Griffith, NorthgateArinso
1400 What are Sales Partners Looking For - Stuart Martin, Sales Director, QA
1515 Break and Networking
1545 What are Delivery Partners Looking For - Matt Proctor, Director, Arrow ECS
1655 Summary
1700 Close

Click to get printable agenda.

Please let Mike 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 around Monday 1 March.

I look forward to seeing you there!

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Conference 6-7 May "Business Development and Education Marketing"





The Spring Conference will take place at the Portsmouth Marriott.

The theme is "Business Development and Education Marketing", a topic area voted by you the members as being the most pressing in the current environment.

Pulse of the Industry will again get everyone to share their hot topics, which will have been gathered in an online survey in advance with other input. Pulse is intended to introduce everyone, and help with networking during the event, as individuals explain what their key interests are. 

Then, after the break, Routes to Market – What Works for You? will feed back
from the online anonymous survey what participants entered as the routes they currently use, such as sales (company, partner or own), telesales (company, own or outsourced), website (company or own), catalogue (global or local) and other collateral (global or local). This session allows everyone to get comfortable with the terminology and compare their own situations to the survey results, without revealing any sensitive information.

Following that, we have Working with Sales Channels – Requirements from a Marketing Perspective. Very few of us now have our own sales channel. We often rely on the company’s direct and/or indirect hardware and/or software sales teams or even the services sales team. There are also external training resellers and agents. How do we best engage with these?  What do we need to provide them in terms of leads?

The keynote session from Francis Wyburd is The Marketing Plan - Theories and frameworks to think about your market, where we look at what are the elements of a plan and why are they important, a model for thinking about how to take your IT training product to market, and a framework marketing plan. In the Workshop – Building a Marketing Plan, small groups will work on a marketing plan.

The personal development session build on this group work - Moving From Theory to Practice - how to build a compelling action plan that will succeed. We are not usually short of ideas - the challenge is to figure out what will work, and how to make it happen.  Using practical tools and techniques, Justin McCarthy will take us through the four "must do" steps that make the difference between having a wish-list and actually getting things done. At the end of this session we shall not only have individual action plans to take our marketing forward but also be able to apply the same effective techniques to other areas of our business.

Finally, we'll address Marketing Collateral – what, why, when, whose? What is marketing collateral today? In many cases, local catalogues have disappeared, or are greatly reduced, other marketing collateral has become too expensive, and some companies use either global printed materials, or just the web. Often, we are just a component of the company’s marketing collateral. Is this true for everyone? Time to discuss

Here's the latest draft agenda.


Invitations will be sent out to member main contacts in the first week of March.

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Recent Articles from the Education and Training Press



Worldwide Training Industry News (Feb 10)
Abstract News ©2010 Information Inc

IT Training Press Releases (Feb 10)

Industry News Headlines from CLOmedia (Feb 10)

E-Learning Market Update from Kineo (Feb 10)

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Reviews and Current Trends


Training Spending Stuck in Neutral (Feb 10)

An analysis of overall spending on training in the U.S. between 1986 and 2008, based on the Training Annual Industry Survey, indicates that, in inflation-adjusted dollars, spending on training in 1986 and 2008 only differed by 1.5 percent, despite a 38 percent increase in workers since 1986.
©2010 Nielsen Business Media 


Learning Directors Network Market Barometer for 4Q09 and Forecast for 1Q10 (Feb 10)
While 27% of the respondent companies reported growth in total IT training revenues in excess of 10% in Q4 compared to the same quarter of 2008, 45% reported a decline of more than 10%. The overall result is that of continued decline, albeit at a slower rate than in the previous two quarters. Once again, the larger companies suffered more than the smaller ones, with the weighted index at -25 being significantly worse than the unweighted index of -10. The forecast for the current quarter shows a continuing reduction in the rate of decline – but still no sign of growth. The consensus of the forecasts is that the market will shrink by 4% in Q1, and that the full year will be flat – with predictions ranging from growth of 15% to a fall of 25%. ©2009 Institute of IT Training/Learning Directors Network


Training industry up in smoke - the results are in (Feb 10)

Training spending in the UK fell 4% in 2009, to £621 per learner. These cuts are painful but not as severe as the 11% budget cuts suffered by US training groups. TrainingZONE, ©2010 Sift Media


10 Predictions for Online Learning in 2010 (Feb 10)

Online learning already has a foothold in many of your companies. But the technology is evolving fast these days. Do you know what lies ahead this year in e-learning? Shawn Englund, CEO of LearnLive Technologies, offers the following glimpse with 10 trends to expect this year in e-learning for professional services firms. Training, ©2010 Nielsen Business Media 


Top 10 learning technology trends in 2010 (Feb 10)

A view from Robin Hoyle. ©2010 Robin Hoyle


SkillSoft goes private - acquired by private equity (Feb 10)

In February 2010, SkillSoft announced that the company is being acquired by a private equity firm for approximately $1.1 billion. This acquisition price reflects a 14% premium over the public share price and a price to sales ratio of 3.3, which is quite high for a company of this size. ©2010 Bersin and Associates


Training Top 10 Hall of Fame (Feb 10)

General Mills, Inc., and Wyeth Pharmaceuticals are the newest inductees into the Training Top 10 Hall of Fame. They join the ranks of the seven companies named to the hall since its inception in 2008. These nine companies held Top 10 spots in the Training Top 50, Top 100, and now Top 125 rankings for four consecutive years. Training, ©2010 Nielsen Business Media 


Training Top 125 in 2010 (Feb 10) (Warning 4Mb)

On average, the 2010 Top 125 companies dedicated 4.7 percent of their payroll to the training budget, and the business results they provided showed it was a worthwhile investment, particularly for PricewaterhouseCoopers, which repeats its No. 1 position on the list for a record third year in a row. Some 36 newcomers (six in the Top 50) cracked the list this year, the 10th in a row Training has ranked the top companies of employer-sponsored workforce training and development.

Training, ©2010 Nielsen Business Media 


Best Practices and Outstanding Initiatives (Feb 10)

Training editors recognize innovative and successful learning and development programs and practices. Training, ©2010 Nielsen Business Media 


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Training Manager/Director Development


Ready, Set, Rebuild (Feb 10)

Turning around your training department sounds insurmountable, but taking the plunge and deciding to rebuild your training structure can offer a sizable return on investment to your C-suite, and a more effective learning strategy for employees.

Training, ©2010 Nielsen Business Media 


What happens after the training is as important as the training itself
(Jan 10)

A great deal of Learning & Development effort goes into providing the right training: good content targeting specific needs; well designed; and delivered in the best possible way. Quite right too. The problem is that we think it’s all over once the training is delivered. There is much to do, so as soon as the training finishes, our attention turns to making the next programme happen.

©2010 KnowledgePool Group Limited


The Connected Employee - The Eight Networking Competencies for Organizational Success (Feb 10)

In our plugged-in world, it might seem that the need for face-to-face networking skills is obsolete. Not so. Designing an enterprise-wide strategy for teaching these skills and helping employees manage their social capital can and does benefit the bottom line. T+D, ©2010 ASTD


Can You Hear Me Now? (Feb 10)

Is mobile access to learning and performance support a part of your learning architecture? If not, you may want to re-evaluate. T+D, ©2010 ASTD


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Selling and Marketing Education


Rethinking Online Course Marketing - Build a Tribe in Six Steps (Feb 10)

What’s the very best way to sell online courses? The very best way is to partner with great distribution sales channels. The second best way is to create a loyal tribe. Learning Solutions Magazine, ©2010 eLearning Guild

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Learning Methods and Media


Grow an Ecosystem (Feb 10)

Developing high-level skills requires shifting learning designs from an instructor-led approach to a work-based ecosystem. Training, ©2010 Nielsen Business Media 


Presenting Course Outlines in a Flow Chart Format (Feb 10)

A course or workshop outline should include learning goals, timeline, activities, assignments, and other pertinent information for participants.

T+D, ©2010 ASTD


Driving the Informal with the Formal (Jan 10)
There’s a lot to absorb in this post by Donald Clark. He writes about supporting informal learning and proposes a three step process. Why support informal learning? ©2010 Donald Clark


The Commonality of Classroom Training (Feb 10)

Even with all the hype surrounding the “whiz bang” training technologies now available, most corporate training is still delivered face-to-face. However, organizations show an increased interest in blended learning, which takes the best of all training methodologies from the perspectives of demographics, economics, and instruction. LINKS, ©2010 ASTD


When a Rapid Approach Makes the Most Sense (Feb 10)

Patti Shank highlights four related circumstances that lend themselves to a rapid e-Learning approach. She also provides a high-level overview of the five types of rapid authoring tools, and some basic information on the relative market share of rapid authoring tool providers. ©2010 eLearning Guild


Rapid e-Learning (Feb 10) - the complete report

This third report in the Getting Started series considers when and how to build rapid e-Learning. It starts with a brief explanation of the differences between the traditional and rapid approaches, then looks at the most common rapid development tools, examining questions like ease of use, flexibility, as well as budget considerations. ©2010 eLearning Guild


E-Learning Stakeholder Management (Feb 10)
You don’t need us to tell you that if you don’t identify, connect with, and manage your stakeholders, your e-learning project isn’t going to get very far. But are you thinking about all of the potential stakeholders, and developing plans to manage each? If so – well, look at you. If not (and maybe even if so), our free insight guide and stakeholder management tool can help. (Get the tool here.) ©2010 Kineo


Buyer Beware (Feb 10)

What you don’t know about custom e-learning could hurt you. Make sure that the solution is right for your needs and can be updated for your users.
©2010 ASTD


Tool Overview - Questionmark Perception (Feb 10)
This is the first of a series of articles on specific tools that are in use in the e-Learning industry. Why a series? Because, there isn't one tool that is simply better than all the others, one that is more feature-rich, easy to use, and reasonably priced. Learning Solutions Magazine, ©2010 eLearning Guild


Using Webinars to Engage Employees and Drive Productivity (Jun 09)

Among the main challenges facing training departments is relevance – with so much training being cut or outsourced, departments must continually justify their efforts in terms of the bottom line. Creating strategies that deliver value through interactive online presentations is one way to achieve that goal. 

©2010 ProfessorPPT


Interoperability - It works every time - Wrong (Feb 10)

You can take any course from one system pull it out and then upload it into another system and it will work without any problems whatsoever. No issues, perfect. Wrong! ©2010 E-learning 24/7


OLAT - Swiss Quality Open Source LMS (Feb 10)
OLAT is a free, enterprise class learning management system (LMS) developed and maintained by the University of Zurich. It offers a personalized authoring and learning environment, groupware functions, powerful administrative course tools, and is compliant with e-Learning standards such as SCORM or IMS QTI. OLAT is available in 15 languages (another 17 are under translation) and comes with a comprehensive help system consisting of a user manual and a well elaborated context-sensitive help. Learning Solutions Magazine, ©2010 eLearning Guild


Using Web 2.0 Technologies (Jan 10)

Tips, tools and intelligence for trainers. Infoline, ©2010 ASTD


Twitter is not just about Cheese Sandwiches (Feb 10)
This book will help you to understand why your business needs to be on Twitter, and why you can’t afford not to have a presence on Twitter. ©2010 Mark Shaw


Lessons Learned from Conducting 3D Virtual World Learning Experiences (Feb 10)

These tips provide a solid foundation for thinking about implementing virtual immersive environments into your organization. LINKS+, ©2010 ASTD


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Case Studies and Projects


PWCs 3-peat (Feb 10)

PricewaterhouseCoopers’ curriculum transformation initiative helps it claim No. 1 on the Training Top 125 for the third consecutive year.

Training, ©2010 Nielsen Business Media 


ADP's ABCs of Training (Feb 10)

Known for its acumen at processing information about other companies’ employees, Automatic Data Processing proves it also knows a thing or two about processing the needs of its own workforce.
©2010 Nielsen Business Media


Vanguard's Investment in Success (Feb 10)

Operating a financial investment company in an unstable economy isn’t easy. But the right training at Vanguard ensures satisfied customers. The company made an investment of its own in learning and development that paid off big in 2009.

Training, ©2010 Nielsen Business Media


Verizon - Business as Usual (Feb 10)

Even in an industry where rapid change is the status quo, it takes a special kind of company to handle the training challenges posed by a major corporate acquisition and massive product rollout. Verizon didn’t even break its stride.

Training, ©2010 Nielsen Business Media


KPMG - Talent Scout (Feb 10)

KPMG has built a training infrastructure to make sure it gets plenty of new talent at the entry level, and it develops that talent to rise as far in the organization as possible. Training, ©2010 Nielsen Business Media


A Softer Approach to Software Training (Feb 10)

Even the non-techies among us are sometimes asked to train employees on software products. Here are some tips for providing effective technical training.



New Industry Trend - Productivity-Focused Training (Feb 10)

Since the current economic crisis began, we have seen many IT workers and end-users lose their jobs. Organizations re-structure, outsource, and are expected to accomplish their business goals with less resources. The unfortunate reality is that we are in the midst of a jobless recovery and those jobs may take a very long time to return, if ever. LINKS+, ©2010 ASTD


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Measuring Education Value


Overcoming Barriers and Valuing Evaluation (Feb 10)

A study underscores the progress organizations are making in the area of learning evaluation, as well as the gaps that need closure. T+D, ©2010 ASTD


Ten Ways to Measure Learning Impact (Feb 10)

At a recent learning conference, managers of two insurance companies and a technology company shared 10 ways that organizations measure impact of training. LINKS+, ©2010 ASTD


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Processes/Managing Costs/Outsourcing


Inforonics - An IT Outsourcing Boutique (Jan 10)
With a workforce of 90% IT staff, boutique firm Inforonics has plenty of opportunities for both college students and seasoned professionals alike - if you’ve got the stamina to make it through a lengthy interview process.

CertMag, ©2010 Media Tec Publishing


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Training Professional Topics

Landing That First Client - The First 90 Days (Feb 10)
Your initial steps as a new consultant are crucial ones when it comes to generating your client network. LINKS+, ©2010 ASTD

The A-Z of Freelance Training (2010)

Sharon Gaskin gives us the low-down of freelance training.
©2010 Sift Media

Making the Most of PowerPoint's Research Pane (Feb 10)
Microsoft PowerPoint includes several reviewing features, but one feature I find myself using all the time is the Research pane.  Imagine looking for a definition, seeking alternate words in a thesaurus, searching the web and translating from one language to another – all inside PowerPoint. ©2010 Indezine

7 Simple Steps to Beat the "Demo Demons" (Feb 10)
Here are seven simple steps to make your next demo a success.
Training, ©2010 Nielsen Business Media 

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Education Administration

No articles this month


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Skills Gap/Technical Certification


Use Diagnostic Skills Assessments (Feb 10)

Assessments determine performance gaps and establish metrics. But they also are the secret tool for creating behavior change without resistance.

Training, ©2010 Nielsen Business Media 


Employee Surveys Find Missing Links between Training and Application (Feb 10)

Traditional needs analyses identify knowledge, skills, and behaviors to be developed. Employee surveys take the extra step to identify organizational changes necessary for new skills to be applied. LINKS, ©2010 ASTD


Bridging the Skills Gap - New Factors Compound the Growing Skills Shortage (Feb 10)

Long-term benefits are possible when organizations obtain a big-picture understanding of the skills gap and what it means in today’s global business environment. T+D, ©2010 ASTD


Strata - Steppingstone to an IT Career (Jan 10)
The gap between tech job openings and qualified people to fill them appears to be growing, not shrinking.
CertMag, ©2010 Media Tec Publishing


CompTIA Lifetime Certification Change Creates Controversy (Jan 10)

CompTIA faces backlash from technology certification holders after informing those with supposedly lifetime A+, Network+ and Security+ certifications that they would have to retroactively pay for renewals. CompTIA has since retracted the changes for anyone who receives one of those certifications in 2010, but come 2011 the renewal process will be in place.
Channel Insider, ©1996-2010 Ziff Davis Enterprise Holdings Inc.

IT Certification Values on the Rebound (Feb 10)
The most recent IT Skills and Certification Pay Index compiled by the employment gurus at Foote Partners showed that even though values of IT certifications declined in 2009, the last three months data indicate that the freefall could finally be over. Channel Insider, ©2010 Ziff Davis Enterprise Holdings Inc

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Webinars and Podcasts


Training in a Changing World - Outsourcing, Managed Services and other Business Models (Feb 10)
Doug Harward, CEO and Founder of, discusses the changes taking place in a rapidly evolving corporate learning environment.
©2010 Xyleme 


The ROI of Software as a Service (Feb 10) - report here

Plateau Systems and Forrester Research’s webinar discusses valuable industry insight on the growing SaaS market, key customer benefits, and risk analysis for determining ROI. Plateau Systems Webinar, 22 Feb 10


Cloud Computing - The Next Generation of Learning (Feb 10)

This webinar discusses the current state of cloud computing within learning and explores what the future may hold.  Most importantly, it explains how organizations of any size can save money and improve efficiency by implementing a cloud driven approach to learning. Training Industry Webinar, 22 Feb 10


Spending and Staffing Trends for UK Training Organizations (Feb 10) - charts here

Based on a comprehensive study with training organizations in the UK, this webinar will cover: how L&D spending and staffing have been impacted by the economic downturn; where L&D organizations are allocating resources and where they’re cutting back; what L&D organizations are doing to become more efficient; and key differences between US and UK training initiatives.

Bersin and Associates Webinar, 22 Feb 10


The Josh Bersin Interview (Jan 10)

Josh Bersin talks to Verity Gough about his predictions for the training industry in 2010. TrainingZONE, ©2009 Sift Media

Three minute interview - Donald Taylor, chair of Learning Technologies (Jan 10) managed to catch a few minutes with Donald Taylor, chair of Learning Technologies, to get his predictions on the training trends taking the industry by storm in 2010. TrainingZONE, ©2009 Sift Media

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And, Finally.....




The train travellers story (relationships, assumptions, and so on)

A wealthy businessman who is used to getting his own way finds himself sharing a sleeper compartment with a beautiful young woman as they travel to Brussels on the train. It is winter and the heating is not working so the compartment is cold.

The two settle down to sleep.

"Two strangers, on a train..." says the businessman.

"Yes," says the woman.

"A man and a woman - away from home - probably never meet again.." Says the businessman.

"Yes," says the woman.

"It's cold, isn't it?" says the businessman.

"Yes," says the woman.

"Could you pass me another blanket?" says the businessman, "... Or maybe we could pretend to be man and wife for tonight?.."

"Yes, that would be good," says the woman, "Get your own bloody blanket."

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Feedback, please!


I would really like to get input from you, the readers.  Please give me your feedback and point me towards any article or source that you think the rest of the membership might enjoy. Thank you.


Mike Dowsey

Executive Director



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