Maria Manning-Chapman

Maria Manning-Chapman, is vice president of research, Education Services, for TSIA. She has more than 25 years of education experience in the high-technology industry. Maria is well versed in the dynamics of running an education services business and has held leadership positions in operations, virtual learning, business development, curriculum development, delivery, and partner management over the course of her career.

Maria frequently writes about these topics:
Education Services | Learning-as-a-Service | Adoption
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Recent Posts

Increasing the Value of Education Services at Each Stage of the Sales Process

Posted by Maria Manning-Chapman on 4/24/18 5:00 AM

Companies are always interested in selling more, whether it’s selling more product, selling more subscriptions, selling more services, or ideally, selling more of everything. In the new world of x-as-a-service (XaaS), it really does become everyone’s job to sell. Given that Education Services organizations have regular contact with customers, they are in a prime position to uncover upsell and cross-sell opportunities. Instructors often hear things from students that indicate other needs that they or their company may have, and for which the instructor’s company offers a solution. This translates to a lead that can be forwarded to the Sales organization.

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Topics: education services, support services, professional services, sales, Blending Service and Sales Motions, customer training

Education Services Delivery Options You Should Explore

Posted by Maria Manning-Chapman on 2/8/18 5:00 AM

In my recent blog, “What Is Education Services?” I covered the basics of what the definition of education services is, and even touched upon what it isn’t. In this post, I will briefly cover the traditional forms of delivery used by most Education Services (ES) organizations and then discuss less traditional delivery options that are proving to be successful.

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What Is Education Services?

Posted by Maria Manning-Chapman on 12/14/17 5:00 AM

What is education services? It sounds like a trick question, but is it? The role and nature of education services (ES) organizations has been morphing over the past few years. However, one consistent element is that education services, or whatever name your company gives to a similar organization, is responsible for customer-facing training. Additionally, 82% of ES functions train channel partners and 75% provide technical training for internal employees, most commonly Sales, Pre-Sales, and Professional Services personnel.

While this describes the common audiences that ES organizations serve, it doesn’t answer the question, which really boils down to the charter of education services. Is it adoption? Is it enablement? Is it revenue? Is it customer success? While there are many things an ES organization can be, I’d venture to say that it is in fact all of these things, which is probably why many education organizations are going through an identity crisis.
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Topics: education services, recurring revenues, Customer Success Maturity Model

Designing A Free-to-Fee Offer Strategy for Education Services

Posted by Maria Manning-Chapman on 11/7/17 5:00 AM

Getting your foot in the door of a prospective education services (ES) customer is often as simple as offering a free sample of the value you can bring to their organization. But, free offers shouldn’t just be given away without a strategy. While a free strategy is most commonly employed with new customers, free offers can be sprinkled throughout the customer lifecycle. In this post, I’m going to share some best practices to keep in mind when developing your free-to-fee strategy. 

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Topics: education services, training, expand selling, free offers

3 Ways Education Services Can Advance the Customer Journey

Posted by Maria Manning-Chapman on 9/22/17 5:00 AM

Journeys come in all shapes and sizes. Some are short and easy, like a quick weekend getaway, while others are long and arduous, like a multi-week trip to parts unknown. The longer and more complex the journey, the more a plan or a roadmap, literally and figuratively, is needed to ensure success. Any journey starts with some basic questions: Where do I want to go? How am I going to get there? What do I want to see and do? What do I need to bring? A customer journey is no different than any other type of journey—it starts with some basic questions and is supported by a well-thought-out plan.

So, what does education services (ES) have to do with the customer journey? Everything. Think of ES as the tour guide, that person at the front of the pack describing what you’re seeing, answering all your questions, and shepherding you to the next destination. Just as a tour guide has a map, education organizations do too—a curriculum roadmap, which serves to guide customers through every stage of their product usage journey. Here are three stops along the customer journey where education services can play a critical role.

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Topics: education services, customer adoption, customer engagement, channel partners, Art and Science of the Customer Journey

Customer Adoption Crash Course for Education Services

Posted by Maria Manning-Chapman on 8/29/17 5:00 AM

As a technology supplier, your recurring revenue stream depends on whether your customers can successfully adopt your offers and realize the full value of their investment. At TSIA, we’ve written a lot about customer adoption, and I personally have authored several posts that illustrate the role education services can play in facilitating it. In this post, I want to share with you a collection some of my favorite posts that tell the broad story of adoption and where education services can fit into your strategy.
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Topics: education services, customer adoption

3 Service Lines That Can Benefit from Partnering with Education Services

Posted by Maria Manning-Chapman on 4/27/17 5:00 AM

Convergence, what does it mean? In the literal sense, convergence is when two, or more, things come together and unite in a common interest or focus. Why are service lines and other internal organizations considering convergence, and why now? The short answer is: recurring revenue models (think subscriptions). Recurring revenue models require companies to think differently than they have in the past, with particular focus on driving product adoption, subscription renewal rates, and expansion of the company footprint in each account.

This shift of focus requires organizations that have functioned independently in the past to come together to ensure the success of the customer. A step in the convergence direction begins with partnership, and there are three organizations with whom education services should consider partnering: customer success, professional services and support services. 

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Topics: customer success, education services, support services, professional services, training, LaaS (learning-as-a-service), TSIA Organizational Convergence Series, convergence

Grow Education Services Revenues with Subscription Offers [Infographic]

Posted by Maria Manning-Chapman on 1/31/17 5:00 AM

For education services organizations, finding ways to grow revenue is always at top of mind. With more customers showing a preference to consume learning materials in a “pay-as-you-go” learning-as-a-service (LaaS) model, education services organizations are tapping into this growing revenue stream by developing subscription-based offers. Check out this infographic to see why subscription offers are a great way to grow your education services revenue and discover the types of training and subscription models your business should consider when developing its own offer.

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Topics: education services, subscription-based offers, infographic, LaaS (learning-as-a-service)

7 Ways Education Services Fits into Customer Success

Posted by Maria Manning-Chapman on 11/8/16 5:00 AM

As more traditional businesses migrate to the cloud, they are quickly discovering what companies who were “born-in-the-cloud" have known for a while: you have to manage customer engagement to drive adoption, retention, and renewal. It's these three elements that led to the inception and growth of the customer success concept, but what exactly is customer success and what role can other service lines play in its execution? At TSIA, this is a question that is top of mind for many of our members. To provide some insight on how customer success relates to my specific area of research, education services, I'd like to provide an overview of the primary responsibilities of customer success and 7 ways education services can contribute to these activities.

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Topics: adoption services, customer success, education services, training, customer adoption, LAER, customer health score

Which Education Service Offers Do Your Customers Really Want?

Posted by Maria Manning-Chapman on 9/29/16 5:00 AM

When it comes to developing new offers for your education services business, you'll want to make sure you're providing offers that your customers want. So, how do you differentiate between what your customers want and what your education organization thinks they want? At TSIA, we recently conducted an Education Services Offer Development Survey, which aimed to collect insight regarding how education services (ES) organizations are leveraging new offers to maximize revenues and increase customer adoption. Based on the results from this survey, we learned some interesting details about what customers want compared to what they're receiving from their education services provider, which I'd like to share with you.

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Topics: education services, customer adoption, service offers, content development


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