Home > Articles

Why Vendors Like Certification Programs

Aspiring IT professionals frequently seek certifications, and the value of certification programs is often described from the seeker’s perspective. But vendors also have a lot to gain from providing such programs. This article explores the impetus behind certification programs and how those programs benefit certification seekers and vendors alike.
Like this article? We recommend

Like this article? We recommend

Most industry watchers agree that certification programs open doors into new job markets, create employment opportunities, increase earnings potential, improve skills and boost knowledge, facilitate career progression, and command respect from peers and management. Usually, the focus of certification programs center on the credential seekers and the many benefits they might gain from such certification. But it’s also worth considering that cert programs provide many benefits to vendor companies or sponsor organizations as well.

Organizations that offer certifications, whether vendor-neutral or vendor-specific, provide a unique service to the IT community. The relationship between the IT professional and vendor certification programs is symbiotic—that is, one cannot exist without the other. On one hand, certification programs provide a one-stop-shopping experience where IT professionals can gain practical experience, knowledge, understanding, and mastery of key concepts, skills, and technologies in a specific IT area. All this comes wrapped up in a certificate that translates into a tidy long-term return on investment. On the other hand, certification programs provide vendors and sponsors with a lucrative revenue base and a pool of certified individuals who can be cultivated for repeat business.

Free-market economies are based on the concepts of supply and demand. IT is a knowledge-driven industry that demands up-to-date skills and training on existing and emerging technologies for its professionals. Certification companies are brilliant marketers: they’ve correctly identified crying needs in the IT industry—namely, skills and knowledge—and have developed a solution to fulfill those needs—namely, certification programs. Such programs are a win-win for vendor and sponsor organizations on the one side, and credential seekers on the other. Cert program providers also make money when supplying training to fill knowledge gaps for IT professionals.

Generally, certification programs benefit three major types of players, be they technology vendors, professional associations or societies, or academic or educational institutions:

  • Those who currently lead the market and want to continue in that position
  • Those seeking to capture a share of the market and establish dominance
  • Those seeking to compete with market leaders on equal terms, who are willing to bear the costs involved

When a vendor or sponsor organization creates a certification program, the goal is not only to provide the certification seeker with quality training and credentials, but also to build a reputation that will last well past the end of the examination and awarding a certification. Vendors strive to create programs that

  • establish a standard of quality and excellence for the skills of its credential holders;
  • are recognized globally by recruiters and employers a the “preferred” or “premier” certification to possess in some domain of IT knowledge.

Certification programs generate revenue streams for their operators, which can be highly profitable. Some of the revenue-generating opportunities related to certification programs include the following:

  • In-house training or preparation programs for credential seekers
  • Multi-tiered approaches to certification ensuring repeat business as credential holders return to seek more advanced certifications
  • Licenses to third-party players that provide training courses to credential seekers
  • Developing an aftermarket by opening up an avenue to sell books, study guides, training materials, instructor guides, practice exams, labs, simulators, and so forth
  • Refresher and continuing education courses
  • Instructor support, including development and sale of course materials, instructor manuals, guides, test and quizzes, lab manuals, and other materials
  • Fees from testing centers that administer examinations
  • Examination fees
  • Ongoing licensing fees

By providing IT professionals with a high-quality, globally recognized, industry-sought-after certification, cert providers also obtain a reasonable assurance of repeat business. If a certification program provides IT professionals with a profitable return on their investment, they’ll return for additional courses, refresher or continuing education courses, and more advanced credentials. In addition, satisfied IT professionals will refer peers, coworkers, and employers to provider programs, which in turn generates additional revenue.

In addition to direct revenue-generating activities, providers derive marketing and other benefits from their certification programs. For example, certification programs ensure that vendors can draw on a pool of highly qualified and skilled professionals who understand the concepts, skills, and technologies required to support related products, platforms, technologies, and services. Because certification vendors maintain a database of those who have earned their credentials, such records include invaluable information concerning the total population of credential holders. Such information can be useful in formulating future goods, services, and market strategies, and in setting direction for future certification programs. Database records also present providers with a marketable group of customers for new programs, courses, books, guides, and other materials. Vendors don’t have to work as hard to sell new goods or services to a customer base that already knows the value of those items.

Have you ever heard the phrase “follow the money”? In the case of IT certification programs and certification vendors, following the money is a good thing. IT professionals obtain certifications that translate into better jobs, more respect, and higher salaries and bonuses. Because certifications provide a great return on their investment, IT professionals return to certification providers for additional and advanced certifications. Such repeat business allows those providers to continue to develop and offer high-quality education and certification training programs on existing and emerging technologies. Credential seekers have a reasonable assurance that certification programs will provide them with the skills and knowledge that they need because the vendor industry depends on satisfied IT professionals. And in return, successful certification programs become veritable cash cows for the organizations that make them go, and keep them going.

Pearson IT Certification Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from Pearson IT Certification and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about Pearson IT Certification products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites; develop new products and services; conduct educational research; and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by Adobe Press. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.pearsonitcertification.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020