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Survey Results on the Level of Demand for a National Certification and Credentialing Program

The ASP National Standards and Certification Team
February 20, 2009

Overview
The Association for Strategic Planning (ASP) Board established a highly experienced team of Strategic Planning professionals to develop recommendations for both a core set of Strategic Planning Standards and a Credentialing/Certification Program. Both are based upon a rigorous body of knowledge and best practices using a Think-Plan-Act model. The purpose is to establish consistency within the planning industry so that strategic planners can assist organizations in meeting and exceeding the challenges of the 21st century.

As a part of this program, the ASP National Standards and Certification Team conducted a survey during January 2009 to determine the level of demand that exists for both:

• A core set of Strategic Planning Standards based upon a rigorous body of knowledge and best practices using a Think-Plan-Act model.
• A Credentialing/Certification Program offering a standardized credential or certification that establishing consistency within the planning industry.

Note: The ASP Standards and Certification Program will also recognize the education and experience candidates have already attained.

The results of the survey indicate that there is a high level of demand for a certification or credentialing program based on a sample of 109 respondents. Significantly, 7 out of 10 of those respondents found it important or somewhat important to attain credentials or certification in the Strategic Planning field. The following pages provide the summary of the survey results including the value proposition, existing challenges, personal benefits, and methods of delivery for the program. Additionally, results include recommendations provided by respondents of a list of core competencies to cover in the certification or credentialing program. A list of both current and potential certifications and credentials by the respondents are also included to provide for a comprehensive look at the career needs of Strategic Planning professionals. Finally, ad-hoc comments of particular importance are addressed in the final section of this report.

On behalf of the ASP Board, thanks to all survey respondents for your participation in this important ASP initiative. Others interested in providing feedback on these survey results, please provide comments to the contacts at the end of this document.

Summary of Survey Results

The survey had a total of 109 respondents with 7 out of 10 of the respondents over the age of 46 and having the following types of industry experience: For-Profit (8 out of 10 people), Non-Profit (5 out of 10 people), and Government (3 out of 10 people). Meanwhile, 8 out of 10 respondents had over 6 years of Strategic Planning Experience. Significantly, 7 out of 10 respondents found it important or somewhat important to attain credentials or certification in the Strategic Planning field noting a value proposition that includes:

Correspondingly, respondents felt that the certification or credential would address the following challenges:

Feedback received from respondents focused on consistency as the underlying requirement to mitigate the challenges of certification for ensuring appropriate standards and best practices as well as to minimize the dilution of the profession; while the “if we build it, will they come” question was posed to address the risk of building a certification or credentialing program that does not generate adequate demand given the type of program developed.

On a personal level, respondents felt that the certification or credential would benefit them in:

Respondents were also asked to select which delivery methods would they prefer to achieve certification:

Core Competencies – Respondents were asked “What are the 5-7 knowledge, skills or areas of competency that you think a strategic planning Body of Knowledge should address?” The table below lists the top responses for the first two knowledge, skills or areas of competency including the percentage of that core competency that respondents felt they already possess:

Other competencies that respondents considered important include: Communication skills, Strategy Execution, Project Management knowledge and skills, scenario planning, strategic thinking, and soft skills such as leadership, consensus-building and conflict resolution.

Current Credentials – The majority of respondents had Masters of Business Administration with other notable credentials including: Certified Public Accountants, Certified Management Consultants, Project Management Professionals, PHDs in Organizational Development and Strategic Management.

Future Credentials – Most respondents reflected the desire for a Strategic Planning certification through ASP, including the PHDs, the Certified Management Consultant, and Certified Business Strategist.

Final Comments – Respondents were asked for any additional feedback regarding the potential certification or credentialing program. There was overall support for the developing the program with specific areas highlighted. Some respondents felt that the program would enhance the credibility and visibility of ASP, while others cautioned the ASP to carefully consider the funding and associated costs of the program. Respondents also thought that the program should allow for peer review/collaboration across the profession, partnerships with strategy firms and academia, and the sharing of continuing professional education units with other credentials.