1. Building Marketing Capability
Sir Eric Seyram A

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. 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. Marketing Accountability
 Why?
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


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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. 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. Your marketers
 Need to understand accountability
 Need to have the capability to lead your organisation


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To grow customers
To plan and drive business growth
To manage your corporate communications
To demonstrate return on investment

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. Becoming a marketer
Business risk?
Practical experience?
Historically.......
Marketing job
Masters
University
Degree
University
School

9. Becoming a marketer
Competency
Skills application
Now.........
Marketing job
Masters
University
Degree
Work experience
University
Part-time job
School
Practical experience

10. Education
• Education provides a knowledge base that underpins essential
marketing knowledge
• Provides marketing theory = knowledge

11. Professional qualifications
• Build on academic knowledge and theory
• Ensure skills relate to business needs
• Use „Competency Frameworks‟
Practical application

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. Competency Frameworks are useful:
• To write job descriptions
• To set individual objectives and monitor performance
• For recruiting the right employees to your organisation

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
• www.cim.co.uk/standards

16. 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

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

18. 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

19. 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

20. 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

21. 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!

22. 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

23. Employ qualified marketers,
Don’t risk your reputation!

25. Thank you
www.cim.co.uk/qualifications