Primary Roles
CSM, AM
Secondary Roles
AE
Hire With
influence, strategic thinking, customer empathy, business judgement
Train For
stakeholder change planning, champion activation, communication sequencing, behaviour change measurement
Certification Definition
A certified rep plans the communication, champion, process, and behaviour-change work needed for adoption so the customer does not stop at implementation completion and instead builds repeatable usage in live teams.
Why It Matters
Products rarely stick just because they are technically live. Strong change planning helps customers move people, habits, and internal expectations, which protects adoption, accelerates value, and reduces the risk of shelfware after a promising launch.
What Good Looks Like
- The rep identifies the user behaviours that need to change for the rollout to succeed.
- The rep maps the stakeholders, champions, manager layer, and likely pockets of resistance that will affect adoption.
- The rep creates a practical communication plan rather than assuming the customer will socialise the change on their own.
- The rep works with customer champions on visible actions, not just titles, to reinforce the new workflow or behaviour.
- The rep links enablement, communication, and follow-up actions to clear adoption goals and target behaviours.
- The rep checks whether the change plan is landing through usage, attendance, or stakeholder feedback and adjusts when signals are weak.
- The rep keeps change-management work visible in the onboarding or success plan, not as separate hidden work.
Red Flags
- The rep treats product go-live as proof that adoption will happen automatically.
- The rep cannot explain which user behaviours need to change or why they matter.
- Champions are named vaguely or not activated in any practical way.
- The communication plan is absent, generic, or left entirely to the customer without support.
- Resistance, process friction, or competing priorities are ignored until adoption slips.
- The rep does not connect change actions to observable adoption progress.
Evaluation Scorecard
| Area | Standard |
|---|---|
| Behaviour-change diagnosis | The rep identifies the key behaviours, workflows, or habits that must change for adoption to stick. |
| Stakeholder and champion planning | The rep maps the people who will sponsor, reinforce, or resist the change and plans accordingly. |
| Communication planning | The rep builds a practical communication sequence with purpose, audience, and timing. |
| Enablement linkage | The rep connects training, reinforcement, and support actions to the adoption plan. |
| Adoption inspection | The rep uses signals or feedback to judge whether the change is landing and adapts the plan. |
| Documentation quality | The change and adoption plan is clear enough for the customer and internal team to use. |
Real-World Scenarios
Small rollout
Limited formality but real behaviour change still required
Produces a lightweight plan that still covers champions, communications, and target behaviours.
Departmental rollout
Different teams will adopt at different speeds
Tailors the change plan by audience and anticipates where support is needed most.
Resistant user base
Existing spreadsheet or manual process is entrenched
Activates champions, makes the desired workflow concrete, and addresses resistance early.
Expansion use case
New team is being added after initial launch
Reuses what worked, adapts the message, and avoids assuming the first rollout will repeat itself.
Assessment Approach
Review 2 live change or adoption plans, including stakeholders, champion strategy, communications, target behaviours, and the resulting adoption follow-up.
Alternatives
- Review 1 live plan plus 1 realistic manager-led scenario when suitable rollout examples are limited.
- Use scenario-only certification for early ramp only, then confirm on the next live onboarding or adoption motion.
Verification Examples
- Adoption or change plan showing stakeholders, communications, champions, and behaviour targets
Related Skills
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