Automate Training Event Management to Enable Scalable Growth with Marketo, Make.com, and Sertifier

Challenge

ROCKWOOL UK’s Training Academy was growing fast: multiple training sessions each week, rising participant demand, and increasing interest in expanding to new training programmes. But the operational model wasn’t keeping pace. Creating events, updating forms, managing participants, and issuing certificates was largely manual, spread across different teams and systems such as Marketo (event management) and Sertifier (certificates). Because only a small number of specialists had access to these platforms, bottlenecks emerged — routine tasks required constant handovers between teams and manual intervention. Setting up a single training event alone took an average of two hours of manual work. As the number of training sessions increased, the administrative burden grew with it — making it clear that the existing approach wasn’t built to scale with the Academy’s ambitions.

Solution

ROCKWOOL UK implemented an automated operating model, built on its existing technology stack: Marketo, Make.com, and Sertifier. Rather than replacing systems or building complex custom software, the existing platforms were intelligently connected.

Make.com acts as the connecting layer between Marketo and Sertifier, automating the full training lifecycle: from event creation and form updates to participant registration processing and automatic certificate issuance.

Alongside the technical automation, comprehensive documentation and handover materials were developed, enabling local teams to manage day-to-day operations independently — without relying on technical specialists.

This approach was weighed against two alternatives: continuing with the existing manual processes (not scalable) and building custom scripts, for example via PyCharm (technically dependent and difficult to maintain). The chosen solution offered the best balance of automation, scalability, and ease of use for non-technical teams.

Impact

Automating training event management has delivered measurable value for Rockwool UK. Administrative workload has reduced by an estimated 4 to 6 hours per week, equating to roughly 200 to 300 hours saved annually. The Academy can now support 2 to 3 training events per week efficiently, has automated the issuance of over 130 certificates, and has processed nearly 750 training interest registrations since launch. Operational reliability has improved, with fewer delays and errors, and local teams can manage day-to-day activity with far less dependence on technical specialists. The automation pattern is reusable and has already attracted interest from other Rockwool operating companies, supporting expansion without a proportional increase in effort. The Academy has also seen strong audience growth, with 40 to 50% of participants representing new contacts, creating additional opportunities for future engagement. Overall, the solution provides a scalable, resilient operating model that supports both current delivery and future growth.