TL;DR:
- ASCM set a goal of 1,000 eLearning seats sold in its first year and hit 2,900 within 14 months — nearly triple the target.1
- The win came from converting 180 hours of print-based, face-to-face courseware into bite-sized digital lessons (10-15 minutes each) on a white-labeled BenchPrep platform.1
- The program's success opened a new potential revenue stream, with large organizations expressing interest in reselling ASCM's courses.1
The challenge: modernizing education for 45,000 members
ASCM is the largest nonprofit association for supply chain professionals, serving 45,000 members, 180 North American chapters, 100 international partners, and the broader supply chain community.1 As eLearning reshaped the education landscape, ASCM recognized that supply chain professionals needed lifelong learning options to stay competitive — but its courseware was still print-based and delivered face-to-face.1 The question wasn't whether to go digital, but how to do it in a way that engaged learners and drove revenue.1
The solution: bite-sized, data-rich digital learning
ASCM partnered with BenchPrep to convert its courseware for online and mobile delivery. Specifically:
- 180 hours of face-to-face courses were broken down into 10- or 15-minute digital sections, incorporating quizzes, videos, and games.1
- The entire experience was delivered on a cloud-based, white-labeled platform built for ASCM.1
- The bite-sized format let busy professionals earn certification points on their own schedule, in small chunks that support remediation and boost knowledge retention.1
The platform also gave every stakeholder visibility into performance:
- Learners could track their own progress and pinpoint strengths and weaknesses.1
- Instructors could see how each learner was performing, down to time spent on specific content areas.1
- ASCM could analyze content-level engagement — video views, lesson completions, and how many learners marked a lesson high-confidence versus low-confidence.1
The result: tripling the seat-sales goal
ASCM set out to sell 1,000 eLearning seats in year one. It sold 2,900 within 14 months — nearly three times the original goal.1 That momentum also surfaced a new business opportunity: several large organizations expressed interest in reselling ASCM's courses as an add-on to their own education and services offerings, opening a potential new revenue stream beyond direct seat sales.1
As Bob Collins, Senior Director of Learning & Development at ASCM, put it: "There's a lot of hype around the whole education space and how it's changing. Some of it is worth listening to, and some of it is a little exaggerated. But the fact remains that having online, self-paced courses does meet a pretty big market niche and is worth pursuing. Look for the right partner for you, try something, and see how it goes."1
Why this matters for other associations and credentialing bodies
ASCM's results illustrate a pattern that shows up across BenchPrep's customer base: converting static, in-person content into an on-demand, mobile-friendly learning experience doesn't just modernize delivery — it can directly move revenue and engagement numbers. The combination of bite-sized content, gamified elements, and stakeholder-level data insights turned a digital transformation project into a measurable growth driver in under 14 months.1
Full detail: How Did ASCM Triple Its eLearning Seat Sales Goal in Year One?
Frequently asked questions
How many eLearning seats did ASCM sell compared to its goal?
ASCM aimed to sell 1,000 eLearning seats in its first year and ended up selling 2,900 within 14 months, nearly tripling the original target.1
What did ASCM change to achieve this growth?
ASCM converted 180 hours of print-based, face-to-face courseware into 10- to 15-minute digital lessons with quizzes, videos, and games, delivered on a white-labeled BenchPrep platform.1
Did ASCM's digital shift create any new revenue opportunities?
Yes. The program's success drew interest from large organizations that wanted to resell ASCM's courses as an add-on to their existing education and services, creating a potential new revenue stream.1