You might have noticed that the new updates to Adobe Captivate Prime LMS include integration with Marketo Engage. It would be understandable to wonder – hey, what does marketing have to do with our learning and development solutions? The answer, opens the door to a world of possibilities – and might just provide you with the tools you’ve been looking for to solve tough problems with your B2B and B2C enablement and education programs – and facilitate significant growth for your organization.

A growing number of HR / L&D leaders have begun to realize that there is a clear opportunity for training initiatives to make a significant impact on bottom line sales and customer satisfaction numbers across the business.  An educated customer is far more likely to be a satisfied customer, and customer satisfaction correlates directly to expanded sales opportunities both with existing customers and with the broader customer base. Today’s customers expect organizations to provide sufficient high quality training, and there is a wealth of potential data for sales personnel in knowing precisely which training materials customers use.

But traditional learning management systems are generally focused on internal employee upskilling, so viewing your LMS as a sales lead and engagment solution can seem a bit removed. This is a paradigm that can easily be facilitated thanks to the flexible, accessible, and powerful nature of Adobe Captivate Prime (Adobe’s LMS.) Because of this new integration with Marketo Engage, you can easily leverage the registration of customers and partners, and all of the training materials that they access to generate leads and provide details of their training cosumption patterns. Leads are passed into Engage, along with each person’s behavior in the LMS and this gives marketers and sales teams a powerful tool to plan campaigns, define target audiences and improve their understanding of customer needs.

Over recent years we have seen a steady breakdown of traditional boundaries between departments in an organization – and that trend is likely to continue as companies work to leverage the latest artificial intelligence technology to track, analyze and make use of consumer behaviors both within their organization and in the extended enterprise ecosystem.

The opportunities here are significant – whether you are trying to improve your understanding of the needs of your customers, your partners, your employees or others – modern marketing tools like those supplied by Marketo Engage and the Adobe Experience Cloud, combined with the enhanced engagement of Adobe Captivate Prime LMS can form a solid foundation for extraordinary, personalized, and powerful tools to improve your business.