The paper aims to study how coaching can accelerate the innovation processes in organization considering the peculiar issues of the use of coaching in Latvia and Lithuania. For this purpose, literature review and a qualitative dominated mixed method approach to obtain and analyze the data are implemented. A literature review was undertaken to find out the current trends in the theory and practice of coaching in the context of innovation and organizational change. The findings of the literature review are compared with the results of two surveys. The aim of the first survey is to explore the experts’ opinion about the manifestation of coaching in organization. The aim of the second survey is to find out the importance of conditions to promote coaching in organisational context. The results of literature review and surveys demonstrate that coaching can accelerate the leadership development, strategic thinking and collaboration within and across teams. These processes are crucial for organization’s innovation capabilities.