How I Used Instructional Design Models to Build a Killer Certification Program (Without Boring People to Tears)

So, I’m going to let you in on a little project that started off as a “simple test” but, like all great things, turned into something bigger. The client wanted me to create a certification program for their core VARs (Value Added Resellers). Easy, right? They had a Data Security Posture Management (DSPM) solution, but the real trick wasn’t just selling their product. No, we were using the Challenger Approach to get them thinking about NAS vs SAN security challenges without even mentioning the solution. Yeah, I like a good challenge.

The Plan: NAS vs SAN — Let’s Talk Security (But Not Really)

The goal was to develop interactive collateral: social media posts, email templates, an eBook, and some use case documents. All these pieces were geared toward opening up a discussion around NAS and SAN technologies. Think of it as Sales Enablement with a twist—we weren’t throwing a solution in their face. We were leading them into a security conversation that made them stop and think, “Wait, do I actually know what’s going on with my NAS or SAN setup?”

Spoiler alert: they usually didn’t.

We used social media and email to position the question—why NAS vs SAN security matters. The eBook did the heavy lifting with education and purpose, while the use cases rounded it off by offering practical solutions to the problems they probably didn’t know they had. Here’s where the instructional design model magic comes in.

A strong sales enablement strategy is essential for any sales-driven organization because it outfits your team with everything they need to be successful and hit revenue targets. - ZenDesk

Putting ADDIE to Work (Without Losing My Sanity)

Let’s talk about ADDIE (Analysis, Design, Development, Implementation, Evaluation), the instructional design model that held my hand throughout this project.

1. Analysis: We broke down the needs of the VARs—what they knew, what they didn’t know, and what they needed to know about NAS vs SAN security. It was like figuring out what level you’re playing on in a video game before you pick your strategy.
2. Design: This was the creative part, laying out the structure of the social posts, emails, and content flow. I’m not going to lie, there were moments where I thought, “How do I make SANs sound exciting?” But hey, when you’ve got a solid design plan, even SANs can sparkle. (At least, that’s what I tell myself.)
3. Development: Building the content felt like sculpting a masterpiece… okay, more like wrangling a stubborn mule. There were moments when I had to remind myself that not everyone wakes up excited about DSPM solutions. But by framing the conversations around the problems their customers were having—security gaps—they started to care.
4. Implementation: We delivered all this beauty through a Sales Training session, backed up by supporting docs and a 30-minute certification class on the company’s LMS. Let’s just say there were moments when I became best friends with PowerPoint and our LMS system…whether I liked it or not.
5. Evaluation: This is where I got to see if it actually worked. Did they walk away knowing the difference between NAS and SAN security? Better yet, did they start asking the right questions? Spoiler alert: they did. And I might have done a little happy dance.

The Challenge (And How I Laughed My Way Through It)

Now, let’s talk challenges. Building training programs is never as “simple” as it sounds. I mean, try explaining NAS vs SAN to people who’ve spent their lives talking about it but maybe didn’t realize the security implications. And there’s nothing like making content that straddles the fine line between “educational” and “don’t bore me to death.” My fix? Inject personality. Keep the technical without making it robotic. I wanted VARs to walk away thinking, “This was cool, I learned something—AND I didn’t fall asleep.”

What Would I Do Differently?

If I could do it all over again (and let’s be honest, I probably will at some point), I’d spend more time gathering feedback during development. You know, ask the audience—whether salespeople or VARs—what they really struggle with day-to-day. While we hit the mark in most places, more feedback could’ve refined the content even further, maybe even adding some unexpected twists.

But hey, live and learn, right? The real win here was knowing that even though it was a test project, it brought value—not just for the salespeople learning but for the clients getting better solutions. And that’s what Sales Enablement should be about.

Final Thoughts: Why This Worked

The reason this project clicked wasn’t because we threw a bunch of content out there. It worked because we took an instructional design approach, aligning everything with learning outcomes and making sure that what we delivered made sense for the audience. From NAS vs SAN security challenges to how a DSPM solution fits into the bigger picture—everything tied together.

And as I keep telling myself (and my clients), Sales Enablement is about empowering others to ask the right questions. Sometimes that means teaching without them even realizing they’re being taught. Now that’s a win.

Notes & Additional Resources

Instructional Design Models: The ADDIE Model is a key framework for building structured sales training programs, ensuring that each phase from analysis to evaluation is covered.

• Learn more: https://www.instructionaldesign.org/models/addie/

Challenger Sales Model: The Challenger Sales Model is highly effective for complex B2B sales, focusing on teaching, reframing, and challenging prospects to think differently.

• Overview: https://www.salesforce.com/blog/challenger-sales-methodology/
• Comparison with other models: https://ircsalessolutions.com/insights/sales-methodologies/

Sales Enablement & Certification Programs: Use Learning Management Systems (LMS) to build certification programs that help VARs understand your products and market trends.

• Research on sales certifications: https://www.brainshark.com/ideas-blog/build-a-sales-training-program/
• LMS implementation tips: https://www.workramp.com/blog/lms-best-practices-implementation/

Content Collateral for Sales Enablement: Creating effective collateral like eBooks, use cases, and social media posts is crucial for engaging prospects throughout the sales journey.

• Examples and tips: https://www.salesenablementcollective.com/what-is-sales-enablement-content/ (Good video also)

I’d love to hear your thoughts! If this resonates with you, connect with me, like this post, share it with your network, and don’t forget to subscribe for more insights.

#SalesEnablement #InstructionalDesign #CertificationProgram #NASvsSAN #DSPM #ChallengerApproach #SalesTraining #TechTraining #B2BSales #VARTraining #TechEducation #LearningAndDevelopment #EnablementStrategy #LMS #Cybersecurity #ContentCreation #TechSolutions #SecurityAwareness #DigitalTransformation #ExpertTips #HeroMaker