1. OLD WINE, NEW BOTTLE 🍷

As new revenue is becoming hard to come by, companies are turning to revenue defense. But CSM budgets are also getting slashed. 

So companies are returning to an old playbook: Scaling customer onboarding and product adoption through “customer education”. 

This is customer training in an upgraded bottle

Data: 68% customer ed teams said they will grow headcount

2. FOCUS ON ACTIVATION 🏎️

Trained users use the product more, refer the product more, file fewer support tickets and stick around for longer. 

So companies are trying to get users trained, at scale.

*Data: 74% companies are investing in creating academies

3. EXTRA WINS 🏆

Academies are expanding their use cases outside of pure activation.

This can include:

→ revenue: directly charging for training as a new rev source

→ category creation: offering a certification makes you the industry standard

→ expansion: training opens up pathways for users to try new features

→ partner enablement: get partners up to speed and produce value quicker

Data: 54% of educating teams have mandates beyond product adoption

4. LEARN ANYWHERE 📲

Customers are learning about your product everywhere - Reddit, private Slack groups, YouTube, Twitter, communities, etc

Education teams need to think beyond “create Academy and they will come”

Modern education programs are adopting:

• short-form video
• dark social
• in product education

Data: 42% of companies report working with an influencer

What You'll Learn: 

 

🔢  METRICS 

The most valuable metric training programs use to show impact, get budget and resources 

🛠️ TECH STACK 

How training programs choose & build a tech stack to deliver on customer training needs 

💰 MONETIZATION 

How learning programs are bringing revenue to the table in their organizations 

🎩  USE CASES 

How training programs help with onboarding, adoption, expansion and retention metrics 

💼  CASE STUDIES 

Learn how Addepar, Gong.io and Data.ai, Miro, Gusto etc use education to become unicorns

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