How to Advocate for Executive Coaching (and Get Your Manager to Say “Yes!”)

The start of a new year is the perfect time to invest in your professional growth. For front-line Managers, Directors, and VPs alike, one of the most impactful investments you can make is working with an executive coach. In many organizations, coaching is reserved for the C-Suite, but it’s proven to be a powerful tool that helps leaders at ALL levels increase effectiveness.

That said, many professionals hesitate to ask for executive coaching because they’re not sure how to make the case to their manager or leadership team. If you’ve been thinking about coaching, now is the time to advocate for yourself, and with the right approach, you can make it an easy “yes” for your organization.

Research shows that coaching pays off for the entire organization through:

• Improved productivity: According to the International Coaching Federation, 70% of individuals who receive coaching report improved work performance.

• Increased engagement: Gallup consistently finds that managers account for 70% of the variance in team engagement. When managers develop stronger leadership skills through coaching, entire teams benefit.

• Reduced burnout: The World Health Organization classifies burnout as an occupational phenomenon. Coaching helps leaders build resilience and lead sustainably.

• Higher ROI: A Manchester Inc. study found that companies that invested in coaching saw an average return of nearly six times the cost of the coaching engagement. Six times!

So…how do you make the case to your boss?

When approaching your boss (or even appealing to the C-suite), it’s important to frame your request in a way that emphasizes both your growth and the tangible benefits to the organization. Here’s how:

1. Connect to business priorities.
   For example: One of our biggest objectives this year is to improve cross-functional collaboration. Coaching can help me strengthen those skills so I can lead more effective projects.

2. Highlight efficiency and performance.
   You might say: Coaching will help me increase my productivity and decision-making speed, which will directly impact how quickly we can execute our strategic priorities.

3. Address engagement and retention.
   You could position it this way: I want to continue growing with this organization. Coaching will equip me to lead in a way that keeps our team engaged and less at risk of burnout.

4. Frame it as a win-win.
   For example: This as an investment for the company. While it’s good for my skills, yes, those new skills will ultimately deliver value for the company.

5. Offer options.
   Share resources so your manager doesn’t have to do the legwork. At CFW Careers, for example, we tailor coaching engagements to fit leaders at every level—from first-line managers to executives, so you can point them directly to our Executive Coaching page.

Here’s a sample script:

I’ve been reflecting on my goals (and my team’s goals) for the year, and one of the ways I’d like to improve as a leader is by working with an executive coach. Coaching would help me manage change and improve my delegation skills. This will make me more effective in my role and help our team hit our targets faster. Can we explore how the company might support this investment?

Make 2026 the Year You Level Up

January is the ideal time to set the tone for your year, and advocating for executive coaching is one of the most strategic moves you can make. If you’re ready to invest in yourself, don’t wait for someone to suggest it. Take the initiative and make the case. Your future self, and your team, will thank you.

👉 Learn more about Executive Coaching with CFW Careers.

At CFW Careers, we combine the reach of global executive search with the insight of professional coaching, serving leaders and organizations. Since 1973, we’ve been committed to opening doors, creating opportunities, and helping anyone on the rise in their career not just succeed but thrive.