Cognota is a first-of-its-kind software company that enables customers to get better visibility into the training needs of their businesses and consolidate disparate tools they are using so they can make better, more strategic decisions about learning and development (L&D) investments and measure impact. Pulse 2.0 interviewed Cognota founder and CEO Ryan Austin to learn more about the company.
Ryan Austin’s Background
From Austin’s high school days, he has had an entrepreneurial spirit. Austin said:
“My passion led me to launch a white-label e-commerce venture right from my university dorm room. After graduation, I joined the World Trade Group (WTG) and spearheaded the development of a training services division. This endeavor not only became one of the most lucrative branches of WTG but also caught the attention of Greenhill Capital Partners, leading to a buy-out.”
“Later, my entrepreneurial journey took me back to the drawing board, and I founded Acuity, a corporate training consulting firm. While it was initially meant to be a brief venture, my path shifted as I invested in and co-founded GoFish Cam alongside my brother. In 2019, we proudly handed it over to a boutique private equity firm.”
“Drawing on my corporate training insights, I envisioned a groundbreaking software niche: LearnOps. This vision materialized into Cognota.”
“Today, apart from steering Cognota as its Founder and CEO, I also host the LearnOps Leadership Series podcast. Additionally, I’m honored to be a regular contributor to esteemed platforms such as the Association for Talent Development and The Future of Talent/L&D.”
Formation Of Cognota
How did the idea for Cognota come together? Austin shared:
“Upon leaving WTG, I founded a consulting company dedicated to aiding enterprise learning and development teams. What astounded me was discovering that corporate L&D teams allocate an immense $320 billion annually towards training. Yet, despite such vast expenditure, they often struggle to convincingly demonstrate ROI, especially when scrutinized by financial executives.”
“Over time, I discerned the root cause: the absence of a dedicated operating system for L&D. Most other departments, be it sales, marketing, finance, or HR, benefit from specialized software tailored to their needs. For instance, marketing teams have Hubspot, engineering has Gitlab and Atlassian, and HR is powered by platforms like Workday. Contrastingly, L&D teams frequently juggle between 3 to 8 separate IT systems to fulfill their tasks. This is even more astonishing considering L&D’s training spend surpasses marketing’s advertising expenditure by nearly $100 billion annually.”
“This jumble of tools invariably leads to data silos, making it challenging to showcase the return on learning investments. This is where Cognota steps in: designed to emerge as the pioneering LearnOps platform, our mission is to revolutionize this landscape.”
Professional Highlight
What has been a professional highlight of yours while at Cognota? Austin reflected:
“Cognota’s software boasts a patent-pending status and has been honored with over five Brandon Hall awards. This includes accolades for Best Advance in Emerging Learning Technology and Best Advance in Learning Management Measurement/Business Impact Tools.”
“Building Cognota has been a rigorous journey, but our dedication has cemented us as the foremost software in LearnOps. We’re not only leading the charge but also catalyzing the evolution of the learning operations market. By developing software, fostering a partner ecosystem, cultivating a community, and providing education, we’re empowering corporate L&D teams to expedite their initiatives. Our mission is both challenging and deeply gratifying.”
Core Products
What are Cognota’s core products and features? Austin explained:
“Learning operations serve as the cornerstone for corporate L&D teams, and our software is designed to fortify this foundation for enterprises. Our suite offers a comprehensive range of features, from training request management, which captures needs from throughout the business, to program and resource management. We also encompass project and capacity tracking, learning solution formulation, and tools to gauge the impact and outcomes of training initiatives.”
“Moreover, we take pride in hosting the world’s largest LearnOps Community. Recognizing the nascent state of this category, we’re on the cusp of introducing certification products to further its maturity.”
Challenges Faced
Have you faced any specific bottlenecks in the educational tech (LearnOps) sector recently? Austin acknowledged:
“In a challenging market where many SaaS enterprises face hurdles in pipeline growth, Cognota stands out with its thriving momentum. While acquiring new clientele is a current struggle for several enterprise software companies, our core value propositions centered on operational efficiency and effectiveness make the difference. We assist our customers in showcasing tangible impact and securing ROI on their expenditures.”
“Given the present constraints, where L&D teams must accomplish more with limited resources, they find compelling reasons to invest in Cognota, often bolstered by persuasive case studies. However, it’s essential to recognize that the LearnOps category is still in its infancy, and the market requires consistent enlightenment. Hence, while software remains our primary offering, we’re equally committed to nurturing the broader ecosystem.”
Evolution Of Cognota’s Technology
How has Cognota’s technology evolved since the initial launch? Austin noted:
“Our journey began as a consulting firm. However, in 2018, we embarked on developing our first workflow centered around content design. As we reached the Beta phase and secured our first customers, we pivoted away from consulting, channeling all our energy into SaaS. Transitioning from a single-feature tool to a comprehensive workflow enterprise software took time and dedication. Yet, with the 2022 launch of our V2 platform, we experienced a transformative shift in our trajectory.”
Significant Milestones
What have been some of Cognota’s most significant milestones? Austin cited:
“Every milestone we’ve achieved holds significance for us. Navigating the intricacies of building a company necessitates cherishing each victory along the path. Among our pivotal triumphs are our shift from a service-based model to SaaS and our transition from catering to the mid-market to extending our reach into the enterprise sector, propelling significant growth. Presently, we’re deepening our investment in go-to-market strategies, aspiring to be the foremost thought leader in LearnOps through our vibrant community, strategic partnerships, and our upcoming certification programs. With a mission to revolutionize learning operations for enterprises globally, we’re confidently advancing towards our goal.”
Customer Success Stories
After asking Austin about customer success stories, he highlighted:
“Transitioning from a singular-feature tool to a comprehensive platform and eventually evolving into an enterprise software solution has been a rigorous journey. As we honed in on our target customer profiles, we faced challenges, including parting ways with some valued clients. However, in a heartening turn of events, many of these clients have recently returned to us. Their comeback underscores the significant challenges we’re addressing for corporate learning teams.”
Funding/Revenue
After asking Austin about the company’s revenue and funding information, he revealed:
“Our company is working towards $10 million ARR, but our aspirations soar much higher. With unwavering focus and patience, we’re meticulously investing to expand our market footprint. September 27th of this year marked a significant day for Cognota; not only did we launch our inaugural LearnOps Summit, but we also were able to share the thrilling news of our Series A financing with the community. “
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Austin assessed:
“The corporate L&D industry spends $320 billion annually. Our objective with Cognota is to manage this budget in our software.”
Differentiation From The Competition
What differentiates the company from its competitors? Austin affirmed:
“We have pioneered the LearnOps platform market. Beyond our robust IP portfolio, we pride ourselves on exclusive collaborations with eminent Chief Learning Officers and industry thought leaders. Furthermore, we steward the world’s most extensive LearnOps Community and are gearing up to introduce the inaugural LearnOps certification program in the coming new year. However, we believe in collective strength and have been fostering a potent network of trusted partners.”
“To date, we remain unrivaled as the only dedicated LearnOps platform. While we occasionally encounter generic project management tools in sales discussions, they address just a fragment of learning operations management. As teams evolve, they demand specialized workflows and features – and that’s precisely where Cognota excels.”
Future Company Goals
What are some of Cognota’s future goals? Austin concluded:
“Our ambition is for LearnOps to resonate as universally as RevOps or DevOps. By realizing this vision, we would revolutionize an entire industry—a success narrative we passionately strive for each day.”
