Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building Marketing Capability


Published on

  • Be the first to comment

Building Marketing Capability

  1. 1. Building Marketing Capability Sir Eric Seyram A
  2. 2. 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!
  3. 3. 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‟!
  4. 4. 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)
  5. 5. 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?
  6. 6. 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
  7. 7. 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?
  8. 8. Becoming a marketer Business risk? Practical experience? Historically....... Marketing job Masters University Degree University School
  9. 9. Becoming a marketer Competency Skills application Now......... Marketing job Masters University Degree Work experience University Part-time job School Practical experience
  10. 10. Education • Education provides a knowledge base that underpins essential marketing knowledge • Provides marketing theory = knowledge
  11. 11. Professional qualifications • Build on academic knowledge and theory • Ensure skills relate to business needs • Use „Competency Frameworks‟ Practical application
  12. 12. 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
  13. 13. Competency Frameworks are useful: • To write job descriptions • To set individual objectives and monitor performance • For recruiting the right employees to your organisation
  14. 14. 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 •
  15. 15. 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
  16. 16. Relevance to business • Practical, professional, applied, portable • Directly beneficial to companies • Reflect the dynamic structure of marketing today
  17. 17. 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
  18. 18. CIM Qualifications overview Introductory Certificate Interested to find out more about marketing? Develops a good understanding of marketing fundamentals in a short period Professional Certificate Professional Diploma Chartered Postgraduate Diploma Chartered Marketer Looking to advance your career? Getting into marketing management? Aspiring to be a senior marketer? Focuses on tactical marketing activity, and understanding broader areas of marketing research, data, communications Emphasises on measurability, operational decisions, planning and marketing management Addresses strategic level marketing planning and marketing‟s influencing upon other business functions
  19. 19. 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
  20. 20. 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!
  21. 21. Don’t waste a crisis! 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
  22. 22. Employ qualified marketers, Don’t risk your reputation!
  23. 23. Thank you