Understanding certifications in Customer Education with Debbie Smith, President of CEdMA

Episode notes

Hosts Todd Kirk and Casey Trujillo welcome Debbie Smith, president of CEdMA, to discuss the evolving landscape of customer education and the importance of certifications. Debbie shares insights on how customer education can drive business outcomes, the role of certifications in enhancing partner success, and the legal implications surrounding certification programs. This conversation also touches on the balance between building an academy, community, and certification programs, emphasizing the need for cross-functional relationships within organizations. Takeaways Customer education is shifting to encompass the full customer experience. Building cross-functional relationships is crucial for customer education professionals. Certification programs can significantly impact business metrics like ARR and churn. Certification should not be tied to training; it must assess knowledge and skills. The importance of certification is growing in a job market shifting towards micro-credentials. AI is influencing the need for certifications in various fields. Building an academy should be prioritized when resources are limited. Sales reps need product knowledge to avoid selling 'vaporware'.