Talk to me about digital credentialing

I think that some companies here in the U.S., find value in being certified by the Better Business Bureau (BBB). I have never bothered with it, however, as I see it more as a B2C thing. There is still a fair amount of credentialing in the IT space. E.g., many businesses would rather buy a Cisco switch from a Cisco Certified Partner.

About five years ago, when I was in the telecom reseller space, we used to lead with the fact that were at the highest Avaya Partner level and led the homepage with that “badge.” It told our savvy prospects that we got the best discounts on product and also had the most training/expertise amongst the other vendors. It was a big deal to a lot of businesses.