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How to Show the Value Customer Education Brings to Your Business

Posted by Julia Borgini on Jan 17, 2017 9:05:00 AM
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Many an article has been written about the rift between sales and marketing, but what about the one between training and everyone else in a business organization? Customer education is not just about training customers, but rather, it's a service that drives customer success and overall business growth. So why do other teams like sales, finance, marketing, and even executive teams not understand what training can do for the bottom line?

Regardless of which side you're on, each area of a software organization has information that's useful to other teams and ultimately can help grow the business. Now, since this is a training blog, chances are you're probably a training pro and are looking for tips on how to provide better value to the rest of your organization, so let's look at three groups you can benefit: sales, finance, and the executive team.

Why Sales Needs Training

Simply put, sales always wants qualified leads to work with, so they can sell them a brand-new product; regardless if the lead is new to your company or simply new to the product (a current customer looking for additional products from you.)

By integrating an LMS with a sales tool like Salesforce, training can help sales identify actionable metrics that indicate when a customer is ready for outreach. Provide prior training history to sales so they can create tailored outreach content and speak knowledgeably to the customer's unique needs.

Why Finance Needs Training

Finance teams are concerned with numbers and revenues, ensuring they're always going in a positive direction. By integrating training with payment applications like PayPal, SagePay, and Authorize.net, finance can generate valuable analytics on how programs are doing. They'll be able to create reports that show how well training is doing as a P&L center, how each program is generating revenue for the business, and also help training identify revenue opportunities.

Why Executives Need Training

Beyond the basic statistics and revenue generation numbers, executives need further detail on exactly how training grows the company's bottom line. They typically only look at new customer training reports and costs, however by providing them with information on how training influences product sales and renewal, they give a better picture of how training affects everything.  

For example:

  1. Because training and sales teams are sharing training data, sales identifies new outreach opportunities they may not have seen before.

  2. Because sales is sharing their outreach programs with training, training can create a better course roadmap, thereby reducing their course development time and facilitator costs.

  3. Because training and finance are sharing data, finance can better handle training costs and payments, can integrate training revenue data more easily into their reporting, and show training how they are contributing to the company's bottom line.

By using a LMS that integrates with existing business intelligence environment like Tableau or GoodData, executives will receive training data in a format they're already used to. Plus they can create additional reports to focus in on training numbers easily since the training and reporting tools are already integrated.

Training is Valuable to Any Organization

It's funny how many people talk about how cross-functional collaboration is essential to a company's growth, yet they never consider asking the training team to participate. As we just saw, training contributes a great deal to the company's bottom line and can contribute even more through tighter alignment with other teams. Simply put, when everyone's pulling in the same direction, you'll achieve success.

Topics: GoodData, Customer Education, Avalara, AvaTax, CRM, PayPal

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Julia Borgini

Written by Julia Borgini

Julia Borgini helps Geeks sell their stuff. A self-proclaimed Geek, Julia is a freelance writer and content marketing strategist who teaches tech companies how to develop & execute successful tech content marketing programs. Her helpful articles have appeared on CrazyEgg, Social Media Examiner, KISSMetrics, and B2B News Network, as well as her own tech content marketing blog. To learn more about tech content marketing, visit her website at spacebarpress.com.

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