“We would like to see the CIM playing a lead role in setting the new marketing agenda. In marketing communications, for example, traditional media models are running alongside new and emerging ones. They need to provide training modules that are in tune with the new world of marketing and marketing communications. In particular, their training needs to focus on the areas of greatest need; targeting, relevance, building more profitable customer relationships, sustainability and marketing effectiveness.”
Antony Miller, head of media development, Royal Mail
“The value a CIM qualification adds to a CV is undeniable. However, the structure and format of the courses lack the flexibility to accommodate young, ambitious, hardworking and extremely time poor marketers, which is the reality of agency life when you are at the beckon and call of your clients.
The content of most courses undoubtedly does provide essential theory yet in many cases this only becomes relevant to those working at a senior level and is not overly applicable to the younger marketers wanting to enhance experience and understanding with a professional qualification. A more customer-centric approach and a modernisation of structure e.g. modular, online, self-owned progress and with more digital-focused and experience-relevant content would make the courses more approachable and no doubt better embraced.”
Matt Kitcherside, general manager, Gyro International
“A critical issue has to be digital marketing – not just the techniques available, but how we truly integrate digital marketing with more traditional methods, and the importance of creating a “single customer view” that recognises a customer or prospect whichever channel they choose to respond.
So for me it’s about training and guidance, with courses that recognise the changing marketplace. Everything happens faster these days so courses need to be identified and put together in weeks rather than months or years. A process to facilitate this would do wonders for the image and effectiveness of the CIM as a cutting edge industry body.”
Annette Holmes, MD, Prospect Swetenhams & Market Monitor
“The priority is to bring the present Diploma course up to date by including much more detail in targeted marketing. One of the strengths of the current course is its coverage of marketing as an overall practice and its emphasis on case studies and real world practical activity.
However, at the heart of direct marketing lies the issue data but this is an area that is significantly lacking in the educational approach by the CIM. The fact is that data is now clearly recognised by the marketing industry to be fundamental in driving more effective relationship marketing for customers and prospects.
Data holds the answers to most of the questions that marketers need to ask, bringing accountability and measurability. With Chris’s background in accountancy, this should resonate clearly with him.”
Simon Lawrence, CEO, Information Arts
“Following the recent downturn in the economy; budget cuts are now a major boardroom topic and will continue to be so for the foreseeable future. In this industry we all know that in times of economic strife, marketing budgets are usually the first casualty but the CIM needs to make it a priority to educate those who control the budgets that at this critical time it is a mistake to cut costs but moreover than that it is a never a mistake to spend allocated resources effectively.
As the economy slides, the need for more transparency in reporting and an increased focus on ROI becomes critical. Of course, the accountability of marketing is not a new topic but it is one that will take on an increased importance in these troubled times. This is where the CIM need to take greater responsibility in identifying and driving the appropriate tools and techniques for organizations to best meet their business objectives across all marketing disciplines.”
Ray Welsh, sales and marketing director, Mailtrack
“There’s no getting away from it – ‘marketing’ is now beginning to sound passé. We know it’s just as relevant and valuable as ever, but the industry needs a fresher look.
In many companies today marketing has lost its status at board level. Amongst tomorrow’s growing businesses, how will marketing relate to communications and human resources in the corporate structure? How will marketing help enable the better design of products and services?
So often (even now) marketing departments just look after the ad agency and commission some market research. They are sometimes myopic when considering such issues as service delivery, customer experience, digital channels and employee engagement, not to mention brand strategies that need to address more than just ‘consumers’.
Of course, there are many shining exceptions, but I can’t help feeling that the CIM needs to reposition itself, and the industry, to reconfirm marketing’s pivotal role in business, both large and small. As we know, perception is everything. At least, in the first instance.”
Jim Northover, chairman, Lloyd Northover
“Wannabe marketers are often advised that if they’re serious about the industry, CIM professional courses are a key progressive step. Often what is not highlighted when summing up the offering, is how the in-depth focus of the qualifications are not essential to aid the career prospects of all applicants. Although highly regarded by some businesses, the appearance of a CIM qualification on a CV means nothing to others.
Many applicants who choose to study the qualification, do so before gaining industry experience. This often results in theoretical knowledge not being applied to practice, therefore not giving graduates the crucial industry experience which makes them desirable.
Lenton can begin to address the above areas by better qualifying course applicants, ensuring their aim for the future runs parallel with the teachings of the course. This, coupled with the addition of an insight into marketing’s future’ module, will help ensure the CIM qualifications only represents candidates of the strongest calibre.”
Jimmy Kyle, marketing executive, Mason Zimbler
“My organisation has for many years encouraged, sponsored and supported graduates through the CIM Diploma as a key introduction to marketing. I recently however attended a three-day course at the CIM Cookham Training Centre. I couldn’t decide if I was in an old people’s home, or the home of marketing. I understand seats-of-learning’ are reflective places, however I left feeling as though my industry was asleep.
I also understood why one of my senior marketing peers, from a large British-based multinational, recently made the statement that she was moving all her graduate training investment towards more bespoke courses.
The big issue for Chris Lenton is to inject some energy back in to marketing, and the CIM.”
Pamela Edmond, global head of marketing communications & branding, The Linde Group
“Ask anyone not in the industry what they think marketing is and you get some standard responses; They do advertising don’t they? Marketing, that’s part of sales isn’t it? Marketing, PR, same thing yeah? This view has been fuelled by high profile, very successful consumer brands and the limited people that are employed through them.
However, this does not account for today’s largest proportion of marketers who are employed in the B2B marketing environment. Here marketing is not about telling everyone, most of whom probably don’t care, what you do. It is about communicating as personally as possible with a very defined segment, understanding their needs and enabling sales to have the right conversations as the right time, and with the right support tools.
Therefore, I feel the new chairman has two big tasks: to market marketing so people not in the industry understanding the value we add; and also to practice what he preaches and support the biggest market segment in the UK, the B2B marketer.”
Derek Owen, marketing director, NEC
“The key area that needs focus is retention, to make sure that people keep up their membership beyond the few years after finishing their exams. I am sure the CIM has a lot to offer members, but for me there is a big question over value for money. Many newly-qualified marketing people are in jobs that don’t give them a great surplus of spend. Therefore, the CIM has to work twice as hard to keep these people engaged and retained.
The second area that needs some focus is on educating smaller businesses about the value of employing a marketing person who is CIM qualified. From what I observe, there is very little value placed on the qualification within smaller businesses. Personal development would be greatly enhanced and valued if more businesses saw the value in it.”
Dawn Baker, head of marketing, Sage SB
“I would like to see Chris Lenton strengthen the ties between the CIM and PR’s industry bodies – encouraging greater integration between the different disciplines – thus helping develop a new breed of talent that has an holistic view of the marketing disciplines.
The challenge is to get all marketing disciplines speaking to each other, but more importantly actually delivering campaigns together. This as a whole will benefit the industry and help the UK to keep a competitive advantage in attracting further investment in marketing from Europe and the US and help retain talent on our shores.”
David Hargreaves, UK MD, Bite PR
“The gloomy economic forecast suggests that there are tough times ahead for marketing departments and the CIM will need to be at the forefront of helping members adapt to a down market. From a B2B perspective, there is the opportunity to challenge existing, well trodden strategies and impress upon marketers the importance of a flexible, pro-active approach. Standard practice will produce standard results.
The environmental issue is a nettle that must be firmly grasped. With recycling targets set, instilling a commitment from the DM industry to clean up its act is paramount. This, along with allaying the public’s fears over data protection, will need to be at the top of Chris Lenton’s agenda if the CIM is to lead the DM industry through this transitional phase.”
Matt Pepper, sales director, Abacus Direct
“Launched in January 2005, the LBEA was formed after several agencies grew frustrated at the level of representation offered by the Field Marketing Council, the body within the Direct Marketing Association that covers field marketing and experiential. Two years later it disbanded and ever since experiential and event marketing has been seen as the black sheep of the integrated mix, never properly represented by a generic marketing association, such as the CIM.
Subsequently we linger without direction especially in terms of environmental guidelines to which we should adhere. As it stands, the events industry is well aware that we are among the most wasteful, only due to the transient nature of our business.
Companies and show organisers are therefore taking it upon themselves to implement their own sustainability practices and recycle where possible. At some point however, legislation will enforce mandatory guidelines but where from and what will the instructions be?
It would be nice to see the CIM take the bull by the horns and begin some form of consultation.”
Pepe Parra, chairman, 2heads
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