Successful issuers play differently

Maturity takes time — and focus

New this year, we asked issuers to rate their program maturity. The pattern was clear: The most mature programs are also the most successful. This reinforces a key insight — building an effective credentialing program isn’t a quick win. It requires sustained investment and strategic focus.

That doesn't mean newer programs can't succeed. But it does mean they should focus on high-impact practices proven by mature, successful programs. The strategies included in this report are exactly those practices.

Success factor: Define and document your credential framework

As in 2024, our data shows a clear, enduring pattern: 65% of successful issuers have a documented credential framework, compared to just 42% of their peers. Often paired with a governance model, this framework serves as the program’s blueprint — defining how credentials are structured, visually designed, and mapped to learner pathways. Governance adds the back-end rules, processes, and approvals that ensure consistent application as the program scales. Without both, portfolios quickly fragment, confusing learners and undermining employer trust.

The most effective frameworks address four key areas: 

• Credential design standards — formats, tiers, and naming conventions
• Learner pathways — how credentials connect to progress and mastery
• Quality assurance processes — criteria and checks before issuance
• Success metrics — benchmarks to track program effectiveness

Case in point: Syracuse University established a Digital Badging Council of leaders from across the institution to guide new badge launches. The council created a 24-page governance document covering badge formats, taxonomy, and procedures, now used to onboard new departments. As Arthur Thomas, Executive Director of the Office of Microcredentials, explains,

“Taking the time to ensure consensus, support executive leadership, and consider how badging aligns with the academic mission has paved the way for Syracuse’s success.”

By investing in a documented framework with clear governance, issuers create the consistency, scalability, and credibility that learners and employers value most.

Success factor: Focus on meaningful KPIs

Most issuers track KPIs, but the difference between average and top-performing programs lies in what they track. While nearly all issuers measure basics like the number of learners or credentials issued, successful issuers focus on metrics that reflect program impact, learner engagement, and employer value.

The starting point is alignment: Decide what matters most to your senior leadership and stakeholders. How do they want you to quantify learner impact and program success? The answer should shape your KPI set.

Successful issuers are more likely to track:

• Credential view or open rate — a leading indicator of learner and employer engagement
• Credential share rate — program visibility and network reach
• Program revenue or return on investment — business impact and sustainability
• Learning pathway completion rates — learner progression toward mastery

These metrics go beyond surface-level numbers, providing the foundation for tracking learner impact across the full journey — and setting the stage for a systematic approach to measuring outcomes.

Success factor: Track learner impact from start to finish

In the last section, we covered KPIs that signal program health in real time. The next step is proving the impact behind those numbers — tracking the learner journey from first click to career outcome, and doing it consistently.

Track the full journey, not just completions

Nearly 9 in 10 issuers track some part of the journey, but successful programs go deeper. They’re more likely to monitor:

• Which content learners engage with most (60% vs. 36%)
• Which learners take additional courses (46% vs. 37%)
• How long it takes to complete (43% vs. 25%)

Capture post-completion proof

Most issuers track learner satisfaction and employment status. What distinguishes successful programs is progression: they’re more likely to track whether learners pursue additional credentials (63% vs. 47%) and achieve promotions or role changes (44% vs. 34%). These metrics prove momentum — what employers, funders, and leaders notice.

Use multiple data sources

Surveys remain the most common way to track learner outcomes across all groups. But successful issuers stand apart in how they diversify their data sources. They are twice as likely as their peers to draw on LMS or education platform data (63% vs. 31%), and far more likely to layer in digital credential platform analytics (49% vs. 34%).

By combining self-reported feedback with behavioral and performance data, these programs create a fuller picture of learner outcomes and stronger evidence to prove impact.

Sherri Place, Director of Instructional Design and Content Strategy at Wharton Executive Education, emphasizes the importance of weaving reflection throughout the learning experience — not just at the end.

“We often ask learners about their goals before they start, ask them to reflect on their goals about halfway through the experience, and then end with one final reflection on whether or not they met their goals and encourage them to think about what’s next.”

This approach not only improves learning transfer but also primes learners to provide more thoughtful, actionable feedback when issuers follow up months later.

Make it systematic

Only one-third of issuers have a formal process — but successful issuers lead by a wide margin (44% vs. 18%). Standardize your cadence (e.g., 6–12-month follow-up + quarterly review), name an owner, and automate delivery to keep your dataset complete.

Success factor: Communicate value to leadership

Our data shows that successful issuers are more than twice as likely to have their credentialing program considered a strategic initiative by senior leadership (54% vs. 22%). This visibility isn’t accidental — it’s built through consistent, strategic communication.

Effective communication blends quantitative results (ROI, enrollment growth, learner outcomes) with qualitative impact stories like career advancement wins, employer testimonials, and industry recognition. Whether through formal reports or quick updates, regular touchpoints keep leadership invested in — and advocating for — the program.

The operational advantage

Together, these operational practices form a playbook for sustained success. Top issuers don’t just run programs — they run programs with a clear credential framework and governance model, meaningful KPIs, end-to-end outcome tracking, and leadership buy-in. The result? Higher learner engagement, measurable impact, and long-term growth.

The encouraging news: None of these practices require massive budgets or advanced technical expertise. What they do require is disciplined, learner-focused execution — an investment that consistently pays dividends in program success and stakeholder satisfaction.