We talked a while ago about the content marketing strategies you can steal to help market your training, but are there other strategies you can use to manage and develop training programs? Sure! Let's take a closer look.
The internet is filled with stories about how business departments have trouble working with each other. Whether it's the IT team frustrated with marketing, or product development that ignored engineering or technical support, working in silos can be a problem. And customer education pros are no different.
There are three schools of thought when it comes to whether to sell customer education to customers. One argument is that customer education is a valuable service and should not only be sold, but the customer education function should be run as a business with responsibility for making a profit. The second school of thought also believes customer education is a valuable service, but the goal is not to make a profit, but for training to just pay for itself, so it can sustain itself and otherwise avoid the scrutiny of CFOs during lean times. The third school of thought argues that training should be a service that is included in the price of the product subscription. After all, adoption and renewals are the main goal, not making a few bucks from selling training.
The Enterprise Software Training Maturity Model eBook is by far our most popular. Hundreds of fast-growing software companies have downloaded it in the last two years. One very prominent customer education team in the big data, hadoop space used the maturity model to plan its strategy, goals, roadmap, organizational structure, and roadmap.
Certification is one proactive solution that ensures customers are trained to properly use software and increases the likelihood that customers will renew year-after-year. Instead of focusing on acquiring new customers, software companies should focus on retaining customers by striving to not only train, but certify their customers so it's ensured customers know how to use the software. After all, renewals are a leading indicator of series A valuations for SaaS companies, if you ask Tomasz Tunguz.
After designing a software training course and implementing performance-based certification, customers should come to the course bright eyed, bushy tailed, and willing to learn how to use the software, right?
Don’t let all the energy put into designing your enterprise software training programs go to waste. Adopt performance-based certification as a way to make sure your customers learn, retain, and perform the tasks learned in the course.