Building Marketing Capability

Sir Eric Seyram A

Setting the scene Marketing accountability

Accountability is central to a more credible, influential marketing function Does your business value the role and commercial impact of marketing and

marketers? What should you measure, how do you measure, who measures? Do your marketers have knowledge of future marketing trends? Can they manage

the reputation of your business through challenging times?

Marketing capability “Our marketers will be credible, based on an ability to champion the customer and

to quantify performance” Make a more meaningful contribution to business strategy How do you measure skills and capability? How do you know if a marketer is

competent and will contribute to your business

Minimise the risk!

Marketing Accountability At a recent CIM conference, a room of about 70 senior

marketers were asked whether they felt that marketing leaders were sufficiently knowledgeable to assess the commercial impact of marketing on their business

Over half said ‘no’!

Marketing Accountability Why?

Not enough information to hand? Business too complex? No planning therefore no measurement? No skills in the business on how to go about this? YES! (To all of the above)

Marketing Accountability In your business, do marketers understand how to

collaborate with the Finance function? Can they justify return on investment (ROI) to secure

more investment? Can they advise you on how to manage your corporate

reputation when times get tough?

If yes, how do you know this? What is your benchmark? What is your risk?

Your marketers Need to understand accountability Need to have the capability to lead your organisation

To grow customers To plan and drive business growth To manage your corporate communications To demonstrate return on investment

Marketing Capability

• A CIM study in 2010 found that marketing leaders want their teams to make a more meaningful contribution to business strategy; yet fewer than 25% of them believe the right skills are in place.

• What are those skills? • How should organisations identify and then develop them? • What other factors influence the ability of marketers and marketing

departments to deliver sustained, demonstrable value?

Becoming a marketer

School

University

Degree

University

Masters

Marketing jobHistorically.......

Practical experience?

Academic learning

Business risk?

Becoming a marketer

School

University

Degree

University

Masters

Marketing jobNow.........

Practical experience

Academic learning

Part-time job

Work experienceProfessional qualific

ations

CompetencySkills application

Education

• Education provides a knowledge base that underpins essential marketing knowledge

• Provides marketing theory = knowledge

Professional qualifications

• Build on academic knowledge and theory• Ensure skills relate to business needs• Use ‘Competency Frameworks’

Practical application

What are Competency Frameworks?

• A structured map of the skills, competencies, behaviours and processes that an individual requires in order to do their job effectively

Competency Frameworks are useful:

• To write job descriptions• To set individual objectives and monitor performance• For recruiting the right employees to your organisation

Marketing Competency Framework

• Professional Marketing Standards = UK Government National Occupational Standards in Marketing

•Professional competencies in marketing•Designed in consultation with employers•CIM qualifications are mapped to these standards

giving you a qualification that is immediately relevant for employers

• www.cim.co.uk/standards

CIM Qualifications

• Benchmark of competency: CIM qualifications ensure marketers meet requirements of the National Occupational Standards for Marketing

• Driving business: Relevant marketing knowledge for business today ensuring a greater contribution to the business process

• Improving business strategy: Qualifications ensure marketers are skilled with the latest marketing techniques and knowledgeable about key business challenges

• Standard international competence: Qualifications relevant across borders and boundaries - not just local

Relevance to business

• Practical, professional, applied, portable• Directly beneficial to companies• Reflect the dynamic structure of marketing today

The Chartered Institute of Marketing• A not-for-profit organisation, we are the leading international professional

marketing body, with members worldwide

• We exist to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners

• We encourage and promote leading edge thinking through our wide networks of practitioners, researchers and academics

• We do this via Membership, Professional Qualifications and providing Learning Opportunities and a comprehensive Continuous Professional Development programme

• We operate around 3 basic principles LEARN, DEVELOP, BELONG

Introductory Certificate

Professional Certificate

Professional Diploma

Chartered Postgraduate

Diploma

Interested to find out more about marketing?

Develops a good understanding of marketing fundamentals in a short period

Looking to advance your career?

Focuses on tactical marketing activity, and understanding broader areas of marketing research, data, communications

Getting into marketing management?

Emphasises on measurability, operational decisions, planning and marketing management

Aspiring to be a senior marketer?

Addresses strategic level marketing planning and marketing’s influencing upon other business functions

CIM Qualifications overview

Chartered Marketer

Accredited Study Centres in Ghana

• Advanced Business College• Chartered Courses Education • Central University College• Ghana School of Marketing • Institute of Professional Studies• Simon Page Business School• University College of Management Studies (Accra &

Kumasi)• Zenith University College

• Employing CIM-qualified marketers now......

•

• Ecobank• Ghana Commercial Bank• Nestle Ghana• Unilever• Accra Brewery Company• Barclays• Bank of Ghana• Cadburys Ghana• DHL• Guinness Ghana• Ghana Telecom• KLM Royal Dutch Airlines• MTN• Shell Ghana• Coca Cola Bottling Company................and many more!

Employing CIM-qualified marketers now....

• Employing CIM-qualified marketers now......

•

Make your business stand out…..

The current global economic climate is an opportunity for competent marketers to show how they can support the business. Good performance in difficult markets depends on asking key questions:

• What do your customers want? • What competitive threats will emerge in this changing market? • What new opportunities might emerge? This is marketing!

Investment in skills that can answer these questions, delivering your business with competitive advantage

Don’t waste a crisis!

• Employing CIM-qualified marketers now......

•

Employ qualified marketers,Don’t risk your reputation!

Thank youwww.cim.co.uk/qualifications