Simon Dale
While the right technology is critical, it’s not the only piece that’s needed to deliver compelling customer experiences. People with the right skills are also a critical component of designing and delivering personalized customer experiences successfully. As more and more Malaysians are equipped with more in-demand digital skills through the Malaysia Digital Economy Corp (MDEC)’s MYWiT initiative, the rise in the number of digitally-skilled workers will be mission-critical to creating and orchestrating the personalized, at-scale experiences consumers expect today.
However, it’s important to understand that meeting these expectations isn’t just one team’s responsibility – multiple teams, including IT and marketing, need to work together to make exceptional customer experiences possible.
How certification benefits the IT professional
An interesting trend is surfacing as IT and marketing teams collaborate more closely: IT practitioners are investing in learning about marketing tech, and they’re getting marketing certifications. Taking the time to get certified can be beneficial for professional development. Certifications are a validation of a professional’s knowledge and skillset in a particular area and can help open doors for more opportunities and even increased pay.
- More opportunities to lead. Certified professionals are often offered the opportunity to influence and lead strategic IT projects. IDC reported that IT professionals with one certification have more than twice the influence on strategic IT projects as IT professionals with no certifications in their first year.
- Higher earning potential. Salaries are often a marker of a professional’s skills and knowledge. Certifications are just one of many ways for IT professionals to illustrate their capabilities, and getting certified can pay off through higher salary opportunities.
Value beyond professional development
While certainly valuable for professional development, certifications can drive business value for each company that employs these certified professionals. With certified IT professionals on staff, organizations will likely see greater productivity and quantifiable results. Here are a few examples.
- Employee efficiency
IT professionals that hold certifications related to their role are often able to accomplish tasks more efficiently. According to IDC, certified app developers are nearly 90% more productive and 60% more efficient than those without certifications. - Greater agility
IT organizations with certified team members typically have greater operational reliability, which means they can shift their attention to supporting internal and external customers with business applications like content management systems — and that leads to more rapid innovation and greater agility. - Increased revenue potential
Companies looking for partners can feel more confident knowing they are working with certified professionals who have deep expertise in the technology.
No matter why an IT professional decides to expand their skillset through on-demand training, it’s clear that marketing technology is no longer just for marketers. To deliver engaging and personalized experiences consumers demand, there has to be a collaboration between IT and marketing.
Simon Dale is Adobe’s Managing Director of Southeast Asia and Korea.
