CRM Certification and Training Guide

Internationally recognized authorities on education, training, and employment wrote a report for Georgetown University’s Center on Education and the Workforce that underscores the importance of certificates to the overall employment and education outlook. To explore the topic, the authors — Director, Senior Professor, and a research analyst from the University’s McCourt School of Public Policy — differentiate certificates from certification:

“Certificates differ from other kinds of labor market credentials. Certificates are often confused with industry-based certifications, like a Microsoft or Cisco certification, for example. The essential difference between a certificate and an industry-based certification is that the certificates are earned through seat time in a classroom, and industry-based certifications are awarded based on performance on a test, irrespective of where the learning occurs. Certificates more closely resemble degrees. They are awarded mainly by public, two-year schools or private, for-profit, non-degree granting business, vocational, technical, and trade schools.”

The number of certificates that U.S. schools and institutions award increased by 800 percent over a 30 year period, according to the report Certificates: Gateway to Gainful Employment and College Degrees, published in 2012. This rise in certificates has a positive impact on the employment outlook of recipients and often serves as the gateway to further education. On average, the certificate holders surveyed in the report earn 20 percent more than high school graduates without postsecondary education. These results vary by socioeconomic factors, and recipients are most successful when they work in their certificate’s field of study. The recipients of computer and information services certificates have an earnings advantage over college-educated men (earning 40 percent more than they do) and women (earning 34 percent more than they do) in the same field, according to the report. 

Whether you’re a high school graduate, a college student new to customer relationship management, a sales professional looking for a competitive edge, or a seasoned IT professional, there are CRM certificates and training courses available to suit your circumstance.

Customer relationship management is an approach to business and marketing strategy that recognizes customers as the heart of the business. This methodology involves business processes and activities related to finding and interacting with customers to satisfy their needs with products, services, and customer experience methods. Modern CRM strategy leverages technology (software, databases, applications) to empower the business activities related to developing and managing customer relationships. CRM certificate programs expose business users and technical professionals to CRM business philosophy, methods, and strategy. These programs also show them how to use CRM technology to empower these concepts. 

Customer relationship management certificate courses are available through a variety of academic institutions, professional associations, and MOOCs (massive online open courses) such as Lynda.com, Coursera, and Udemy. A CRM certificate program tailored to sales, marketing, or other general business-focused occupations and fields of study covers CRM topics such as:

• Customer-centered sales strategy and service excellence
• CRM communication and automation
• CRM data capture, management, and optimization
• Value chain creation and incorporation
• Customer relationship marketing strategy, communication, and automation
• Customer service strategy for satisfaction, loyalty, and profitability 
• CRM project management and leadership for effective implementation
• Customer privacy and ethical considerations
• Business-to-business or business-to-customer CRM strategy cycle
• Social CRM and networking for developing long-term client relationships

Because customer relationship management means different things to different people, today’s acronym CRM has multiple definitions. To some, CRM is a business philosophy that governs the processes involved in developing customer relationships, managing those interactions, and maintaining a loyal customer base because of the activities involved. To others, CRM is technology that empowers business processes to find, attract, and support a customer’s needs and serve as the database to store the information resulting from these efforts.

Modern academic theory incorporates both meanings. A CRM certificate curriculum covers the business philosophy and organizational theory behind managing the customer, as well as the impact of technology. For example, CRM certificates for marketing occupations cover the history of customer relationship management/marketing that grew out of the database (the 1980s) and relationship marketing (1990s) trends that occurred before the implementation of sophisticated software (2000s). Including the history and development of CRM in a curriculum involves a discussion of business philosophy and technology. The curriculum changes drastically for technical certifications for jobs like software developer or database administrator. 

CompTIA is a non-profit trade association and respected voice for IT certification. The CompTIA HR Perception of IT Training and Certification Study (2015) explored the value placed on IT certification by interviewing more than 400 companies. According to the report, more than 90 percent of employers believe that IT certifications play a key role in the hiring process, and that IT certifications are a reliable predictor of a successful employee. In fact, of those sources, 92 percent of HR professionals have a certification in their own field - this highlights the importance that decision makers in HR place on credentials. 

The US Bureau of Labor Statistics expects the number of IT positions to increase by 17 percent by 2022. In the U.S., there is a 12 percent difference (more than $8,000) between certified and noncertified IT staff. If you are searching for technical training and skill development for CRM careers in software development, database administration, or service and IT help desk, you will encounter less business philosophy - technical CRM certification and training programs cover topics unique to the platform, programming language, and operating system of the CRM technology. 

CRM providers offer certification courses and training that they design and administer with company resources. SugarCRM offers three commercial versions — Professional, Enterprise, and Ultimate — based on the number of business users, various feature additions, and advanced functionality. Originally licensed as a free open source SaaS platform (Sugar Open Source), SugarCRM still offers a free “community edition” under special public licensing for source code. However, the company no longer releases updates for this free edition (it merely patches software bugs).  

The exam for the SugarCRM Developer Specialist certification covers topics including:

• Application design with the Sugar file system hierarchy
• Sugar metadata and the role of Sidecar components
• Web services architecture with REST v10 API
• Best practices for storing and retrieving the Sugar configuration values
• The advantages of extending the Sidecar layout with an extensions framework

SugarCRM recommends “on-the-job experience . . . self-paced learning, live training classes, and [peer shadowing],” in addition to completing the online training resources (guides and a webinar) to practice for the exam. Practicing for the certification offline is a form of preparation for the business approaches and challenges mentioned in the previous section. 

SugarCRM offers hands-on live training and self-paced learning for Sugar Administrators and Solution Architects as well. The academic customer relationship management theory for business users is is entirely separate from the technical curriculum and exam subjects for SugarCRM Developer certification. 

The considerable differences between the curriculum for training business professionals and  the curriculum for gaining technical CRM certification reflect the diversity of CRM educational topics. Your career goals, desired level of technical proficiency, and ideal profession will determine which CRM certification or training you should pursue. A combined learning pathway is another approach to differentiating yourself within the competitive tech industry. Combining technical, business-user know-how with customer relationship management philosophy (to guide the use of technology) is a strategic hybrid approach to CRM certification and training. 

Businesses that fail to adopt successful CRM strategy and implement CRM technology in order to help execute customer-centered business processes are at a huge disadvantage. The successful adoption of CRM process and technology impacts the profitability and long-term growth potential for any company with customers and external stakeholders. Therefore, by seeking out CRM software certification and training, you are aligning yourself with this reality. 

The CRM platforms profiled here offer business users and technical professionals opportunities to advance their knowledge, turbo-charge their resume, and develop the skills required to demand higher salaries. The following platforms are not the only options for CRM certification and training in the expanding industry of CRM enterprise software. Consider further research to understand the expanding category of third-party applications (social CRM apps, for example) and the cloud-based technology that represents the largest area of market growth in the CRM industry.

Salesforce is the top CRM software provider by market share and the pioneer of cloud CRM. Salesforce is a web-based, SaaS application for sales, marketing, and customer service. The company's growth in SaaS CRM enabled its recent transition to a platform as a service (PaaS) provider of development tools, social CRM applications, and third-party software solutions.

Salesforce organizes a CRM certified training program by career tracks. Six different paths cover 25 separate certifications with more than 100 training resources available through the company’s Salesforce University program. The time commitment and recommended Salesforce experience for each certification track varies. The six certification tracks are as follows:

1. Salesforce Certified Administrators: 
   • Administrator (6-12 months experience recommended)
   • Advanced Administrator (12-24 months experience recommended)
2. Salesforce Certified Platform App Builders (3-6 months experience recommended)
    
3. Salesforce Certified Architects (5+ years experience recommended):
   • Application Architect 
   • Data Architecture and Management Designer 
   • Development Lifecycle and Deployment Designer 
   • Identity and Access Management Designer
   • Integration Architecture Designer
   • Mobile Solutions Architecture Designer
   • Sharing and Visibility Designer
   • System Architect
   • Technical Architect
4. Salesforce Certified Consultants:
   • Community Cloud Consultant (2-5 years)
   • Field Service Lightning Consultant (2-5 years)
   • Marketing Cloud Consultant (12 months)
   • Pardot Consultant (12 months)
   • Sales Cloud Consultant (2-5 years)
   • Service Cloud Consultant (2-5 years)
5. Salesforce Certified Developers:
   • Commerce Cloud Digital Developer (3-6 months)
   • Platform Developer I (3-6 months)
   • Platform Developer II (2-4 years)
6. Salesforce Certified Specialists:
   • CPQ Specialist (6-12 months)
   • Marketing Cloud Email Specialist (6-12 months)
   • Marketing Cloud Social Specialist (6-12 months)
   • Pardot Specialist (3-6 months)

There are multiple ways to prepare for CRM certification exams and learn the material through Salesforce’s Trailhead program, including self-guided online learning, instructor-led classrooms and workshops with Salesforce pros, and a success community-guided platform for answers and tips. The characteristics of Salesforce certification exams vary depending on the credentials you’re pursuing. There are online, proctored environments for some exams, and on-site testing (with a review board present) for others.

In addition to Salesforce’s own training resources, a variety of MOOC programs exist to prepare you for Salesforce certification: 

• Udemy features complete, self-paced Salesforce certification programs and exam preparation starting at $195. There are also Salesforce certification practice tests for $100 and various supplementary training programs for features and functions of the Salesforce platform. 
• Lynda.com from Linkedin lists seven courses and 186 video tutorials for Salesforce, including programs that teach beginner and advanced techniques for learning Salesforce. 

Microsoft Dynamics 365 is a complete CRM suite in a variety of models (cloud, partner hosted or on premise). Dynamics CRM offers a SaaS platform through company service-level agreements (SLAs). Although Microsoft entered the CRM market later than the top three platforms by market share (SAP, Oracle, and Salesforce), the platform is growing quickly due to acquisitions and the company's shift in focus to cloud-based enterprise software (Dynamics ERP products). The Dynamics 365 platform comprises five individual application categories: sales, customer service, field service, project-service automation, and marketing.

Dynamics 365 classifies certification levels and technologies under the Microsoft Certified Professional program. There are six paths of certification categories under this program: mobility, cloud platform and infrastructure, productivity, data management and analytics, app builder, and business applications. Dynamics CRM certification and training falls under the Business Applications competency and “recognizes expertise in specific aspects of Microsoft Dynamics technologies,” according to Microsoft. There are two levels of Microsoft certification available for Dynamics 365: 

1. Microsoft Certified Solutions Associate (MCSA): This is the entry-level certification for information technology professionals new to technical certification and seeking core skills in Microsoft technology. It is the prerequisite for advanced MCSE certification. 
    
   • Microsoft Dynamics 365: This demonstrates implementation expertise for Universal Windows Platform apps across multiple devices. Examples of positions include Dynamics 365 Developer, Implementation Consultant, Technical Support Engineer, and System Administrator. The certification is appropriate for sales professionals who wish to demonstrate foundational understanding of Dynamics CRM for software solutions consulting. No prerequisite is necessary. Dynamics 365 requires two exams for certification:
      
     1. Exam MB2-715 Course 81701 ($165): This is the Microsoft Dynamics 365 customer engagement online deployment exam. There are online proctors for this exam. According to Microsoft, “Candidates should have an understanding of the basic components and features of Microsoft Dynamics 365 and Microsoft Online Business Solutions. They should also have an understanding of client device management and network administration.”
     2. Exam MB2-716 Course 81701 ($165): This is the Microsoft Dynamics 365 Customization and Configuration exam. There are online proctors for this exam. Candidates should be able to “assess a customer’s business needs and configure and customize the application.” 
         
   • Microsoft Dynamics 365 for Operations: This certification demonstrates implementation and customization expertise with basic technical and development tasks for Dynamics 365 for Operations. Examples of positions include Dynamics 365 Developer, Solution Architect, and Implementer. No prerequisite is necessary. Dynamics 365 for Operations requires passing two exams for certification (either 70-764 or 70-765, along with MB6-890):
      
     1. Exam 70-764 Course 20764B ($165) - Administering a Microsoft SQL Database Infrastructure: There are online proctors for this exam. This is for database professionals who perform installation, maintenance, and configuration tasks. 
     2. Exam 70-765 Course 20765B ($165) - Provisioning SQL Databases: There are online proctors for this exam. This is for architects, senior developers, infrastructure specialists, and development leads. According to Microsoft, “Candidates have a working knowledge of the various cloud service models and service model architectures, data storage options, and data synchronization techniques . . . deployment models, upgrading and migrating databases, and applications and services, in addition to integrating Azure applications with external resources.” 
     3. Exam MB6-890 ($165) - Microsoft Development AX Development Introduction: There are online proctors for this exam. This is for technical consultants, programmers, and IT personnel. Candidates should have a basic knowledge of Microsoft Dynamics AX, Visual Studio 2015, and object-oriented programming. According to Microsoft, this exam is for candidates “who plan to implement the basic technical and development tasks required to customize Microsoft Dynamics AX.”
         
2. Microsoft Certified Solutions Expert (MCSE): The global standard for Microsoft IT professionals demonstrates multiple Microsoft technology solutions capabilities for on-premise and cloud platforms. You must pass the MCSA certification exam and demonstrate knowledge of Microsoft technology prior to testing for MCSE certification.
    
   • MCSE Business Applications: This certification demonstrates business-specific expertise in Microsoft Dynamics 365 technologies. Examples of positions include Dynamics 365 Developer, Implementation Consultant, Technical Support Engineer, and System Administrator. You must complete the MCSA prerequisite and one of the following certification exams (with annual renewal):
      
     1. Exam MB2-717 - Microsoft Dynamics 365 for Sales ($165): There are online proctors for this exam. This is for sales and marketing professionals, sales managers, project managers, solution architects, and functional consultants. According to Microsoft, “Candidates should have a moderate understanding of the sales and marketing process. Candidates should also have an understanding of the basic components and features of Microsoft Dynamics 365 and how they aid in the process of converting leads and opportunities into customers and sales while maximizing revenues.”
     2. Exam MB2-718 - Microsoft Dynamics 365 for Customer Service ($165): There are online proctors for this exam. This is for sales operations managers, customer service managers, service schedulers, administrators, office managers, executives, partners, and consultants. According to Microsoft, this exam “is appropriate for those who are new to CRM but have a background in the business process as well as Microsoft Office.”
     3. Exam MB6-892 - Microsoft Dynamics AX - Distribution and Trade ($165): There are online proctors for this exam. This is for “Dynamics AX partner staff,” such as solution architects, functional consultants, and project managers. According to Microsoft, “Candidates who take this exam should have a moderate understanding of distribution and trade processes [and] an understanding of which Microsoft Dynamics AX functionalities apply to the procure to pay and order to cash processes.”
     4. Exam MB6-893 - Microsoft Dynamics AX - Financials ($165): There are online proctors for this exam. This is for “Dynamics AX partner staff,” such as solution architects, functional consultants, and project managers. According to Microsoft, this exam “is intended for partners who plan to implement, use, maintain, or support Microsoft Dynamics AX in their or their customers’ organizations. They should have a moderate understanding of Finance processes, but they are most likely not experts. They need an understanding of which Dynamics AX functionalities apply to the different finance processes.”

A variety of preparation and training options exist to prepare for Microsoft Dynamics CRM certification. Microsoft recommends the Microsoft Dynamics Learning Portal (DLP) for existing partners who purchase training packs. You can explore this option here. Microsoft also recommends the Dynamics CRM Team Blog for exam preparation resources. For more information, explore Microsoft’s exam policy and FAQ website. 

If you do not have access to Microsoft’s partner resources, there is an entire industry of Microsoft Certified Professional training programs and Dynamics CRM education available to prepare for the exams. Search for Microsoft Certified Trainers and programs online, or consider the following MOOC options:

• Udemy offers Dynamics CRM training courses for the MB2-715 exam starting at $10 as well as a free Dynamics CRM basics course. 
• Lynda.com lists four courses and 118 video tutorials for a Dynamics CRM search query, including advanced techniques course, Dynamics CRM customer service, and essential training for beginners.

According to PayScale, a Customer Relationship Management Consultant should expect an average total annual wage of $66,000. The median salary for a CRM Project Manager with the same level of experience as a consultant is in the same range. A search on Linkedin’s jobs section of the word Salesforce lists more than 34,000 U.S. positions in sales, information technology, business development, marketing, and engineering. The demand for business and technical CRM skills — and related career options — continue to grow. Before considering CRM training as a way to differentiate yourself on this competitive career path, however, examine the details of each available program or route to determine what best suits you.

Here are some categories to consider:

• Program Compatibility: The first step is determining which CRM certification and training best fits your current qualifications. Then, determine which discipline is the best match for your long-term goals. 
• Program Benefits: Does the CRM training give you a competitive edge over non-certified peers? Have you discovered job opportunities that require certification for career advancement within your industry? Are their higher wages associated with certain CRM certifications? 
• Program Costs: How do the costs of various CRM training compare to one another? Are there free CRM certifications or training that are compatible with your goals? Are scholarships, grants, or financial aid available? Be sure to calculate the cost of time spent preparing for certification tests, the required materials, and the cost of the actual CRM exams.
• Program Length: How much time will you devote to the CRM certification courses? Will the training require ongoing skill development for annual credentials? 
• Effort Required: If you want to get an accurate read on the time commitment for certification, get feedback from graduates of training programs or professionals on Linkedin whose profiles mention specific certifications. Did they meet challenges outside of the curriculum when applying the skills covered by the CRM training? 
• Institution: Research the institution online, and seek references from graduates. Check with professionals whose profiles mention the organization, and get feedback on their experience. What kind of extended support does the institution offer when you complete the training and receive certification?
• Program Level: Are you qualified to participate and succeed? Look for feedback from your professional community or educational resource if the CRM certification is advanced. Are there courses that serve as prerequisites that you should complete first to increase your chance of passing certification exams? 
• Program Format: Is the training in person, online, or mixed? Are the courses live- streamed or recorded video? What about the certification exam? Is the online exam live and proctored? What are the security requirements for testing online? If the exam is in person, where is the test located?
• Credentials Offered: What do you receive, and how is it presented? Is there official documentation or online verification of your certification? How do prospective clients or employers look up your credentials? How often will you need to renew the CRM certification?
• Accreditation: It is important to verify that your industry and peers recognize the legitimacy of the certification and training you receive. This is vital for online certification programs at colleges and universities. Make sure that online technical certifications from CRM platform vendors and consultants are valid, as well. If the CRM training course is not affiliated with the actual CRM developer, ask the provider for references, and seek advice from your professional community or employer before enrollment. 
• Learning Outcomes: Will the course help you develop professional skills and prepare you for the tasks required for your desired career path? Is the curriculum up to date with the evolving technology in your profession? As a business user, will you require technical skill development to pass certification exams?
• Related Courses: Does the institution offering CRM certification and training offer other certification courses related to customer relationship management? If you are a business user in sales and marketing, for example, are there courses available to improve your technical proficiency? Conversely, if you are preparing for technical certification in CRM application development or database administration, are there business courses that complement the training and help differentiate you from your peers?
• Program Staff: Who teaches each course? What are their qualifications and professional experience in the field? How accessible is the staff for questions or interaction outside of classroom time? How long has the instructor taught the program, and how long have they been with this organization?
• Available Careers: Research your desired career path, and determine how many professionals are certified (and at what level). Use online resources to determine the job outlook for your desired profession and the impact of CRM certifications. Will CRM certification benefit you financially in your current job? Does obtaining more credentials enable you to transition jobs or earn more clients in your existing role?  

Today, customer relationships are more dynamic and complex than ever before. CRM certification and training programs are vital to keep up with customer needs and the demands of shifting customer experience expectations. Because customers and technology are linked, relationship management strategy must account for this partnership in order to be effective. CRM software providers consistently change and upgrade their platforms to attract new customers and provide profitable growth in existing markets. Companies sell new applications to enhance the capabilities of CRM software and require training and integration with business processes. Ongoing CRM training prepares business stakeholders and technical users to leverage modern technology effectively by keeping pace with the rapid release of new features, changes to APIs, and user-experience modifications. Here are some examples of when CRM certifications and ongoing CRM training matter most:

• CRM Applications Evolve: Salesforce releases new feature updates to their system three times a year. All Salesforce certified professionals must update their certification at least once per year (depending on the Salesforce credential). Technical professionals seeking to maintain certification titles, such as Salesforce Certified Administrator, Sales Cloud Consultant, and Certified Platform Developer must pass a release exam/module three times per year to qualify for credentials. Learn more about maintaining Salesforce credentials here.
• CRM Knowledge Gaps: Most CRM users optimize a small portion of the overall capabilities modern CRM platforms provide. This decision is either strategic (due to a phased approach to feature integration and cost considerations) or the result of the “use-it-or-lose-it” side effect of technology training. Your team receives the most comprehensive training on the new technology during implementation. Months pass, and new CRM habits form (some good, others ineffective). Your team develops best practices that align well with existing business processes but fails to leverage existing features that would improve your customer relationship strategy. Consider ongoing CRM certification and training to mitigate the loss of knowledge for business users and technical staff. 

There are times when CRM certification is less significant. Depending on the size of your workforce and individual department needs, your certified employees may be in leadership roles and capable of training and maintaining team CRM operating standards - in this scenario, the need for individual CRM certification and training matters less. The advent of open source documentation and skilled communities of IT professionals who network and share best practices (via online communities and database repositories) also reduces the significance of certification. Companies preparing for new product deployments or software integrations often learn how to solve problems and leverage technology without any formal training beyond self-learning, knowing where to look, and knowing who to ask. 

There is also such a thing as certification overkill. For example, a CRM consultant or partner firm lists representatives with professional certifications in multiple CRM platforms (Salesforce, SAP, Oracle, Microsoft Dynamics, etc.). Does this consultant or firm have the specialization you require? Inquire about the individual consultant’s certification levels within the company, and check the credentials of the experts involved with your project against the applicable platform. It matters more that CRM partners have the skills necessary to solve your problems and less about the overall CRM certifications listed on a resume. How many projects have they partnered on with this particular technology, and do they have references and examples of completed work? Vetting an individual’s knowledge and technical skills outweighs certifications in this case. Deciding when CRM certification and training matters and when it is less critical is highly individualized and determined by your overall CRM strategy. 

A variety of organizations and membership-based professional associations offer customer relationship management (or “marketing”) certificates and training. These professional associations range in membership size, mission, and requirements. In addition to independent, membership-based professional associations, Linkedin currently lists more than 2,500 professional groups related to CRM, with varying membership requirements. Associations offering CRM certifications and training include: 

• The Association of Executive Search and Leadership Consultants (AESC): The AESC offers a certificate in Client Relationship Management taught by the author, educator, and business coach Andrew Sobel. This is an online, fee-based course open to AESC members and non-members (for an additional cost).
• The Association for the Advancement of Relationship Marketing/Management (AARM): AARM is a nonprofit, global network of business associates and executives involved in customer relationship marketing and management-related topics. The Professional in CRM (PCRM) designation is available to graduates of AARM’s professional certification program. This course is a live, in-person event with varying costs based on the location of training. It requires an application and background process. 
• The Business Relationship Management Institute (BRM Institute): BRM Institute is a nonprofit, professional membership-based organization providing education and strategic business relationship training for members. The Certified Business Relationship Manager (CBRM®) practitioner qualification requires annual membership fees and the completion of a prerequisite certification (BRMP®). 

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