Customer Education’s Missing Link: The Program Manager
The Importance of the Program Manager
Many software and technology companies employ program managers (PgM), yet the role is one of the least focused on in articles, courses, and certifications compared to its counterparts, the product and project manager. As of this writing, there are over 50% more PgM positions open in software/technology in the United States than there are for product managers. Why, then, is there such little focus on the requirements, capabilities, and impact of this role?
That may be a bit of a mystery (or a topic for a different article), but what’s not mysterious is the importance of program management in customer education, training, and certification. In fact, organizations that assign program owners to education and training initiatives are more likely to measure the impact of these initiatives on the business, and more likely to see real, quantifiable results beyond engagement. The reason is simple: PgMs are the connective tissue between the business needs, learner needs, and resources.
Big Responsibilities, Big Impact
Similar to product managers, PgMs are embedded in the end-to-end design, development, and delivery of their program. In the case of education programs, PgMs ensure that the right content is reaching the right end user for the right purpose, and they track and report on results at all stages. Admittedly, it’s not an easy role to fill. In any discipline, PgMs need a high level of proficiency in business acumen, strategic thinking, customer obsession, collaboration, and data analysis. Though they are not often people leaders, PgMs need to work effectively with many other roles, foster alignment, and influence change and direction.
“Program managers oversee the fulfillment of larger organizational goals. They coordinate activities between multiple projects without directly managing them. Instead, they manage the main program, giving detailed attention to program strategy, project delegation, and program implementation.” ~ Western Governors University
Picture a mid-size to large education and training team. There are often several individuals in content development roles, whether instructional designers, technical writers, or e-learning specialists. There may be facilitators, LMS admins, and curriculum specialists. On some lucky teams, there are even data or business analysts. While a people manager holds some responsibility to ensure the strategic alignment of all of these roles, they likely don’t have the bandwidth to be in the weeds with the specific program requirements on a day-to-day basis, especially when there are multiple programs. This is where the PgM shines.
The Education Program Manager Job Description
If you’re hiring your first education or training program manager, you may wonder where to start. We’ve compiled a list of ten responsibilities you may want to include in your job description:
Collaborate with senior management to ensure learning initiatives are strategically aligned with the company’s broader business goals, facilitating seamless integration of executive insights into program planning and execution
Provide valuable insights and feedback to refine and enhance the team’s strategies and operational approaches.
Manage strategic business initiatives from concept to execution, ensuring they meet requirements and objectives.
Liaise between what is happening at the macro level (e.g., company, department) level and the impact it may have at a micro level (e.g., functional teams).
Oversee the budget, timelines, and resource allocation of learning programs to guarantee successful outcomes.
Conduct thorough research and analysis to understand current customer challenges and success factors.
Synthesize research findings into actionable insights and innovative training programs.
Communicate effectively across all levels of the organization to ensure alignment and buy-in from key stakeholders.
Measure and report on the effectiveness of the education programs through various metrics and KPIs, making adjustments as necessary to improve outcomes.
Stay up-to-date with the latest trends and best practices in customer education, training, and assessment.
No Education Experience Required?
A question that often arises is, Do education PgMs need to have prior experience leading education, training, or certification initiatives? The answer is, it depends largely on the internal structure of the team and the nature of the program. For example, a certification program requires nuanced knowledge of certification policies, assessment methodologies and standards, and legalities. Hiring someone without this knowledge could pose a risk to the organization and the success of the program. On the other hand, a program manager for an onboarding program may not need prior education or training experience if there are curriculum and learning experience designers on the team. Their goal would be to connect the dots between the learning content and the existing onboarding processes.
A PgM can be a valuable, if not necessary, addition to any education or training team. An experienced PgM can wear several hats, such as curriculum developer, learning experience designer, and data analyst, a trait that’s often required in smaller teams. If you’re in charge of an education or training team and don’t have the budget to hire someone for this role, consider upskilling someone on your team who has shown an interest in the business side of learning.
The Program Manager is an Important Investment
Investing in skilled PgMs can transform your educational programs from mere instructional content delivery to a strategic lever that drives business success. Whether by hiring externally or upskilling internally, ensuring your education and training teams are supported by capable PgMs is an investment that can yield substantial returns.