Customer education is a marketing strategy

Customer education is a marketing strategy, and customer education teams should report to marketing. There. I said it.

This is not to say that education must (or should only) report to marketing, just that customer (or product) education can be an excellent fit for a new marketing function that would live as a peer to other marketing disciplines (product marketing, content marketing, event marketing, to name of few). Of course, to make this decision, it depends on your company priorities. If your priorities are to generate demand for your product, increase product use, increase conversions from free to paid accounts or create a talent pool of people qualified to use your product, then your education team is a marketing team. 

Just this week, I met with a software company to talk about how we can help them develop and execute their education strategy. The two people I spoke to were not trainers, instructional designers, training managers, or VPs of education services. Neither had any background in education. One heads up developer relations and the other one leads marketing. 

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