Best Practice Report

Do Sales Credentials And Certifications Matter?

Leverage Appropriate Credentials As A Component Of A Robust Sales Learning Program

March 21st, 2023
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Mike Pregler , Justin Ferguson , Kate Pierpont


Sales credentials (also referred to by B2B sales teams as “certifications”) are often poorly understood and applied inconsistently in B2B sales organizations. Credentials should be viewed as a crucial component of any complete sales learning and development program. There is a spectrum of available credentials ranging from badges to more formal certifications and licenses. Enablement teams should provide credentials depending on the level of formality and risk involved in a learning initiative. In this report, we demonstrate how sales enablement leaders can effectively integrate credentials into sales learning programs and determine the appropriate credential for each program.

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