How Brad Palmisano, Director at betterworks Fills Up Monthly Enrollments

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  • Who: Brad Palmisano
  • Website:
  • Course Topic: Objectives and Key Results (OKRs)

Who are you and what course have you created?

I’m the Director, Customer Education & Enablement at betterworks. Our main course is the betterworks OKR Master Certification.

What market does your online course serve?

The program attracts executives, including CEOs, COOs, CFOs, CHROs, in addition to mid-level managers and individual contributors looking to enhance the performance of their teams with OKRs (Objectives and Key Results). It includes a robust foundational series of online coursework designed to help you get started with the basics of OKR methodology. In addition, your online learning journey includes a series of coursework that will help you develop OKR expertise through the application of knowledge and skills in advanced exercises targeted at identifying OKR quality, recognizing value-based OKRs, reconstructing ineffective OKRs, and creating alignment with OKRs.

It’s the only OKR Master Certification Program endorsed by John Doerr, OKR pioneer and author of Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs. 

What’s the biggest benefit of taking your course?

The betterworks OKR Master program will help aspiring OKR practitioners develop comprehensive subject matter expertise and skill mastery of OKRs to accelerate organizational, team, and individual performance. Led by betterworks university staff, participants learn how to avoid OKR roadblocks and pitfalls as OKR trainers guide participants through betterworks’ proven OKR methodology, including OKR workshop facilitation and OKR program implementation best practices. Betterworks’ OKR Master Certification Program enables participants to drive organizational agility with OKRs —helping organizations pivot and quickly adapt to change while increasing innovation, alignment, and collaboration.

betterworks OKR Master program

How did you get into the market?

There are a few OKR certification programs out there, but they tend to be listening to an OKR expert talk at you about “all things OKRs” for a few hours. As the leader in OKRs, we strive to facilitate an active learning environment where participants create, present, and defend OKRs that they own—not something you simply listen to someone talk about.

Why did you decide to create an online course in the first place?

We created a blended learning experience. That enabled participants to complete self-directed coursework at their own pace. It also provides time for them to come together and share what they learned. We felt that online coursework was the best method to introduce people to OKR foundations and flex their skills through practice exercises before engaging with their peers in group discussions and activities. Online coursework was a great way for us to level-set across participants so we all come together in group discussions speaking the same OKR language.

Did you have any moments of doubt before you created/launched it?

No, because we have a solid foundation for our program in John Doerr’s book, “Measure What Matters”.

Measure What Matters".

What’s your online course like?

Individuals obtain access to betterworks University for 60 days. They get five live sessions with professional OKR trainers, and a comprehensive certification exam. Sessions are capped at 25 participants and fill up early.

The program is a great blend of both virtual, self-paced learning and live sessions that are interactive and informative. The small group settings allow you to develop OKR skills and gain valuable feedback about how to not only write effective OKR’s but also how to successfully implement the program, get buy-in from your team and discuss what roadblocks you may encounter.

We encourage participants to apply the core tenants of OKR methodology in practical situations. Our hands-on experience includes real-time demonstrations reflective of participants’ daily work life, as well as interaction and feedback from their peers—many from the world’s most reputable organizations.  Reception to the learning experience we have created has been remarkable.

How long did it take you to create your course?

It took roughly 3 months for us to put the program together.

Tell us a little about the process of launching your course and getting your first sale(s).

We started with an MVP (Most Valuable Player) program where we invited 30 customers, prospects, and partners to our program on a complimentary basis. We used their feedback to enhance the program prior to making it available for purchase.

What’s the traffic strategy that works best for you?

We used a press release to communicate the availability of the program. Our sales team does a great job of talking about the program with customers. The program has also gotten rave reviews from participants and we have generated positive buzz via participant referrals.

What online course platform are you using?

Docebo and we like it. It suits our needs.

online course platform

What made you decide to use your chosen platform over others?

We wanted to use an LMS that had full capability to administer and track learning assignments and activities.

What books or training programs have you found useful on your journey to a successful business owner that others might find valuable too?

John Doerr, OKR pioneer and author of Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs. 

Please share some idea of revenue.

It’s important to note that we do this less as an income generator and more so that businesses can see how implementing an OKR program properly can grow their business. - Brad Palmisano Click To Tweet

Betterworks offers an OKR platform that makes it easy, but our solution is not pushed. However, it does draw interest.

Please tell us a little about what the money you’ve earned from your course has done for you.

Although we always sell out our space, we don’t really use this as a profit generator. It’s more for a way to show the power that OKRs can have on business growth. It has helped us cement our position as the thought leader in the OKR space.

leader in the OKR space.

In addition to revenue are there any numbers you would like to share?

Our monthly classes fill up well in advance and we have a continuous waiting list.

What has creating your course done for you personally?

I use the OKR system that we teach. Because of that can see a direct result that my (and the class) efforts make on the betterworks’s overall goals.  I am greatly improving my ability to meet my own personal objectives and key results and continue to challenge myself.

What advice do you have for people just starting out?

Start slow. Practice makes perfect. - Brad Palmisano Click To Tweet

Learn more about Brad Palmisano of betterworks:

Lisa Parmley
Lisa Parmley

Lisa Parmley is the founder of After gaining a Master's degree, she worked in research for about seven years. She started a training company in 2001, offering a course helping people pass a professional exam. That course has earned multiple 7 figures. She created SEO and authority site building training around 2007 which went on to earn well into the 6-figure mark.

She has 22+ years of experience in the trenches creating and selling online courses. Get help starting and growing your online course business here.

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