Marketing Governance

Chartered Institute of Marketing (CIM). He succeeds Chris Lenton, who remains as a trustee.

Harvey, a chartered marketer and business development and communications director at law firm Dickinson Dees, has been elected chair having joined the Institutes board in 2007.

On his appointment as chair, Harvey comments,

2012 promises to be an exciting year for The Chartered Institute of Marketing as we focus on how we can best support the marketing community in our second century. It is a great honour to be elected as chair of the Institutes board and to be given the opportunity to lead the Institute as we enter a challenging yet optimistic period. Read More

The Chartered Institute of Marketing has launched a set of diagnostic tools to identify marketers skill gaps and help prioritize personal development. The suite of tools provides information about marketing and sales professionals strengths and weaknesses based on technical competencies.

The assessment outcomes are measured against the strategic objectives of the person, team and organization to ensure that skills are aligned with requirements. It is designed to help organizations develop and retain top talent by identifying high performers and recommending training and development in line with organizational goals.

The suite of diagnostic tools includes:

• Marketing capability analysis: identify development needs in general marketing
• Digital marketing capability analysis: identify development needs in digital marketing
• Sales capability analysis: analyze sales and sales management skills
• Innovation capability analysis: identify individuals with strong problem solving skills
• Leadership capability analysis: define leadership development programs

David Thorp, director of research and professional development at the Institute, explains,

As marketing, sales and HR directors face a resource crunch, matching people to the right roles for their capability is imperative. Managers that practice the old adage if you measure it, you can evaluate it with their team will function more strongly, while motivating and focusing staff and, of course, maximising the training budget.

For more information, visit the CIM website. . .

Whether its a coincidence or not, marketers seeking to improve the relationship with the Sales department are offered a choice of two events. As the two departments are dependant on each other in Business-to-Business marketing situations, the need for good communication and alignment of the two departments is self-evident. Marketing needs to create the right leads for Sales to follow up on. Attending these (or one of these) events may help Marketers and Sales executives to optimize the alignment of their departments. Read More

Weve got two suveys for you today. The first is by the Lenskold/Pedowitz group they have devised a way to measure your Revenue Marketing Index (RMI) score. Based on your use of metrics, marketing automation and marketing ROI capabilities, you’ll find out if you are at the basic, advanced or leader level as a Traditional Marketer, Lead Gen Marketer, Demand Gen Marketer or Revenue Marketer. Once you complete the questions, you’ll receive a score as well as a list of recommended actions to move you to the next level. Read More

Annual National Conference in London. The theme this year is Marketing-led innovation. With speakers from Cisco, Hiscox, Google and Rolls-Royce it promises to be an interesting day. From the program:

With reduced resources and increasing demands, UK organizations must find new innovative ways of looking at their markets to stay at the top of the game. But while the strategic imperative for innovation may be clear, defining an effective approach to innovation continues to pose daunting challenges. Read More