More than half of coaching is paid for by employers

The single most reframing number in coaching: 53% of engagements globally are employer-sponsored, against 47% self-funded. More than half of all coaching is bought by an organisation.

Almost none of the marketing advice aimed at coaches reflects this. The standard playbook — Instagram, a lead magnet, a discovery call funnel — is built entirely for the smaller half of the market.

Different market, different everything

An employer-funded engagement runs $10,000 to $50,000 per executive against $1,500 to $8,000 for consumer work. The sales cycle is one to six months rather than one to three weeks. Credentialing is often mandatory rather than merely preferred. Renewal runs 55 to 65% against 35 to 50%.

The decision-maker is not the person being coached. That one fact invalidates most consumer funnel design, because the person you are persuading is not the person whose problem you solve.

How the contracts actually arrive

Not through content funnels. The documented paths are an internal referral from HR or L&D, speaking at an industry event, a warm introduction through a coaching body, direct outreach to heads of talent, or an existing client introducing you to their employer.

All five are relationship-led and slow. None of them is a landing page.

The gate

53% of corporate buyers require a credential before executing a contract. Most also want documented case studies, professional liability insurance, and a chemistry session before signing.

That gate is why the fees hold up. It is also why the answer to "how do I charge more" is more often a credential and a case study than a better sales script.