While there has been a certification program for incentive travel professionals for some time, the merchandise side of the business has never had one. Until now.

In January, the Incentive Marketing Association launched the Certified Professional of Incentive Management, or CPIM, designation to recognize individuals who are, as one of the architects of the program, Marriott's Steve Maselko, puts it, “the leaders and acknowledged experts in the field.”

To qualify, incentive planners are initially assessed on their industry experience, knowledge, and leadership contributions. Then they must take an exam that focuses on the incentive industry and measurement of incentive programs. The final step of certification involves developing a white paper or seminar on a pre-approved topic.

Organizers expect 25 people to sit for the exam this year. For more information, visit www.incentivemarketing.org.