The Certification Board of Infection Control and Epidemiology conducted a marketing research study to determine the perceived value of the certification in infection prevention and control among infection prevention professionals and other stakeholders. Four thematic categories were identified: certification process and standards; professionalism, competency, and career growth; patient care, safety, infection prevention and control; and regulatory compliance. Respondents stated that certification demonstrated professional competency, increased career growth, improved regulatory compliance, was important in influencing legislation, and improved the practice of infection prevention and control. Opportunities were to reevaluate eligibility criteria and examination difficulty; demonstrate how certification increases financial compensation and organizational recognition; and offer recertification through continuing education based on the study findings, strategic recommendations and next steps were incorporated into the strategic plan. This article is an overview and summarizes the study findings.