Designations & Certifications

Recently someone asked me about designations and certifications. Often times there is some confusion over the two and they get used interchangeably. These are actually two very different things, although usually related.

A channel designation represents the status of the channel. They might be a Gold Partner, Diamond Partner, Elite Partner, or some other nominclature. The purpose of the designation is to represent the channel to their customers. A channel with a Gold Partner designation means something different to the end user. It represents some kind of achievement, capability, or competency that they offer.

A certification is earned by an individual. It represents their level of competency (usually technical) for a specific product or service. A "certified public accountant" is an example of certification held by an individual; not by the firm in which they represent.

Often times channels are required to have a certain number of individual employee certifications to earn a designation level. For instance, to be a Gold Partner the channel may have to have 10 (or some other number) of employees that hold a certification. This is why the two are often related.

Successful companies create equity in their designation and certification brands. The equity makes both the individual and the channel more marketable, and ultimately enhances your brand and further strengthens your channel relationships.