Professional Marketing Standards - CIM

1 CIM| < strong >Professionalstrong > < strong >Marketingstrong > < strong >Standardsstrong > 2019 < strong >Professionalstrong > < strong >Marketingstrong > < strong >Standardsstrong > CIM 2019 CIM| < strong >Professionalstrong > < strong >Marketingstrong > < strong >Standardsstrong > 2019 < strong >Professionalstrong > < strong >Marketingstrong > StandardsLevelDefinitionKnowledgeApplica tion5 AuthoritativeMastery at the highest level of the knowledgeand applicationMasteryHabitual4 AccomplishedAn advanced degreeof knowledge and consistent applicationMasteryRegular3 AbleFull Knowledgeof the concepts and application to the businessFullRegular2 Active LearnerMeaningful knowledgewith some experience and applicationSomeSome1 AwareLimitedknowledge or experience with full potential to developLimitedLimitedProficiency levelsCIM| < strong >Professionalstrong > < strong >Marketingstrong > < strong >Standardsstrong > 2019 CoreCompetenciesThe core competencies sit at the heart of < strong >Marketingstrong > and are relevant to all marketers regardless of their role, their industry sector or the stage that they have reached in their core capability sits at the heart of < strong >Marketingstrong > and plays an essential role in developing andusing deep insights to create < strong >Marketingstrong > strategies and deliver solutions that lead to the achievement of businessgoals and sustainable organisational performance.

2 LevelObtains information about marketsAnalyses information for insights5 Defines and prioritises the insights needed to achieve business and < strong >Marketingstrong > goalsDevelops insights about the organisation, its environment and its customers that impact business decisions4 Manages information related projects and the MkISAnalyses and presents information to generate insights that assist in the achievement of < strong >Marketingstrong > goals3 Collects information and work with market research agencies to inform < strong >Marketingstrong > plansAnalyses and presents information from research and customer feedback as insights2 Identifies options for gathering information needed to inform < strong >Marketingstrong > plansAnalyses intelligence on customers and the market to form insight1 Recognises the need to gather information based on researchRecognises the need to analyse customer and market intelligence from multiple sourcesChampioning the CustomerThis core capability sits at the heart of the marketer s role in uniting the organisation to meet customer needs andachieve all business goals.

3 Identifying and leading change across the organisation for the benefit of the the organisation around the customerWorks collaborativelyManages change5 Leads and creates an organisation-wide customer orientation and infrastructure for customer relationship buildingWorks as a role model in a highly visible way on behalf of the customerArticulates the strategic need for change and leads the implementation of change on behalf of the customer4 Develops internal < strong >Marketingstrong > plans to improve internal relationships and so build strong external customer relationshipsWorks collaboratively with other departments and functions on behalf of the customerLeads both communication of the need for change and the implementation of change through others3 Collaborates internally to build strong external customer relationshipsWorks as customer champion in cross-functional teams Works with managers and team colleagues to implement change initiatives2 Assists with the development of internal communications to build strong external customer relationshipsWorks collaboratively with colleagues to deliver good practice and meet customer needsSupports change plans and the implementation of change to meet customer needs1 Supports internal communication to build strong external customer relationshipsWorks with others to meet customer needsRecognises the need for change and supports the implementation of change through positive behaviourStrategyThis core capability plays an essential role in both informing corporate strategy from a marketingperspective and translating this into effective < strong >Marketingstrong > plans that contribute to the achievement of businessgoals and sustainable organisational performance.

4 LevelFormulates strategy( < strong >Marketingstrong > & digital)Produces < strong >Marketingstrong > plans5 Promotes < strong >a strongstrong > customer focus and influences strategy formulation and corporate investment decisionsLeads the alignment of the < strong >Marketingstrong > plan to the strategic goals of the business4 Synthesises information from multiple sources to support the strategy processDevelops and updates the operational < strong >Marketingstrong > plan in alignment with business goals3 Contributes information and ideas to the strategy processDevelops tactical < strong >Marketingstrong > campaigns to assist in the achievement of operational < strong >Marketingstrong > goals2 Gathers information as part of the strategy processContributes to the development of tactical < strong >Marketingstrong > campaigns1 Supports information-gathering as part of the strategy processContributes information to < strong >Marketingstrong > and campaign plansCIM| < strong >Professionalstrong > < strong >Marketingstrong > < strong >Standardsstrong > 2019 TechnicalCompetenciesThe technical competencies identify

5 The knowledge and skills required in specific areas of < strong >Marketingstrong > , reflecting the variation in career progression available in this technical capability is about defining < strong >brandstrong > strategy and positioning, managing the < strong >brandstrong > and providingclear < strong >brandstrong > guidelines for its protection, and tracking and measuring its performance to inform future activityLevelDevelops < strong >brandstrong > strategy and positioningManages < strong >brandstrong > effectivenessMeasures < strong >brandstrong > performance5 Leads the development of < strong >brandstrong > strategy and articulates desired < strong >brandstrong > positioningDistils the essence of the < strong >brandstrong > and/or maintains a portfolio of brandsDefines the measures used to determine < strong >brandstrong > effectiveness and use results to inform future activities4 Manages the alignment of all elements of the < strong >brandstrong > strategy with < strong >Marketingstrong > goalsManages < strong >brandstrong > (s) and co-ordinates < strong >brandstrong > support activitiesUses < strong >brandstrong > tracking and/or performance analysis to inform future < strong >brandstrong > activities3 Contributes to < strong >brandstrong > plans Manages < strong >brandstrong > (s) and implement < strong >brandstrong > plans within < strong >brandstrong > guidelinesAnalyses, measures and reports on < strong >brandstrong > effectiveness 2 Assists in the achievement of < strong >brandstrong > positioningAssists in the management of < strong >brandstrong > (s)

6 Through the implementation of < strong >brandstrong > plans within < strong >brandstrong > guidelinesAssists in the analysis and measurement of < strong >brandstrong > effectiveness 1 Recognises the importance of < strong >brandstrong > strategy and guidelinesRecognises the role of < strong >brandstrong > guidelines in protecting the brandRecognises the importance of measuring < strong >brandstrong > performance and using the results to inform future activitiesIntegrated < strong >Marketingstrong > CommunicationsThis technical capability is about the integration of < strong >Marketingstrong > communications strategy with business strategy and the use of both physical and digital communications tools in an integrated integrated < strong >Marketingstrong > communicationsDelivers integrated < strong >Marketingstrong > communications5 Leads and directs the development of an integrated < strong >Marketingstrong > communication strategy to communicate with all stakeholdersLeads and directs the delivery of an integrated < strong >Marketingstrong > communications strategy to communicate with all stakeholders4 Creates integrated < strong >Marketingstrong > communications plans using both physical and digital toolsImplements integrated < strong >Marketingstrong > communications plans using both physical and digital tools3 Develops < strong >Marketingstrong > communications campaigns using both physical and digital toolsDelivers integrated < strong >Marketingstrong > communications campaigns using both physical and digital tools2 Contributes to the development of < strong >Marketingstrong > communications campaignsContributes to the delivery of < strong >Marketingstrong > communications campaigns using both physical and digital tools1 Assists with the development of < strong >Marketingstrong > communications activitiesAssists in the delivery of < strong >Marketingstrong > communications activities using both physical and digital toolsDigital IntegrationThis technical capability is about influencing the development of organisational digital strategy in

7 Terms of its impact on structure, culture and strategic plans, and implementing digital transformation in line with the needs of the digital capabilityIntegrates digital marketingDelivers digital capability5 Influences digital strategy within the organisation in terms of its impact on structure, culture and strategic plansLeads the embedding of digital capability into < strong >Marketingstrong > strategy to the benefit of the customerLeads the implementation of digitally enhanced < strong >Marketingstrong > strategy4 Contributes information and ideas to the organisational strategy process in terms of digital capabilityManages the embedding of digital capability into < strong >Marketingstrong > plans to the benefit of the customerManages the implementation of digitally enhanced < strong >Marketingstrong > plans3 Contributes information and ideas to the organisational strategy process in terms of digital capabilityContributes to the embedding of digital capability to the benefit of the customerContributes to the implementation of digitally enhanced < strong >Marketingstrong > plans2 Supports information-gathering as part of the organisational strategy process in terms of digital capabilityAssists with the integration of digital and

8 Physical marketingAssists with the implementation of digitally enhanced < strong >Marketingstrong > activities1 Recognises the importance of information-gathering as part of the organisational strategy processRecognises the importance of integrating digital and physical < strong >Marketingstrong > activitiesRecognises the importance of enhancing < strong >Marketingstrong > plans through digital activitiesProduct ManagementLevelInnovates value propositionsManages value propositions, products and services5 Leads organisation wide co-operation in the development of customer value propositions, identifying strategic opportunities for innovationLeads and directs the management of projects related to the delivery of customer value propositions and product/service portfolios4 Manages cross-functional processes for the development of customer value propositions and their progression to marketManages and maintains customer value propositions and product/service portfolios through cross-functional teams3 Contributes to the development of customer value propositionsContributes to the management of customer value propositions and product/service portfolios2 Provides information to support the development of customer value propositionsAssists with the management of customer value propositions and product/service portfolios1 Recognises the importance of analysing product portfolio performance and innovating new customer propositionsRecognises the

9 Importance of developing, launching and monitoring customer value propositionsThis technical capability deals with the planning, forecasting, production and < strong >Marketingstrong > of a product, proposition or portfolio of products, throughout a product and Measuring EffectivenessLevelMeasures the effectiveness of < strong >Marketingstrong > activitiesUses analytics to explain the success or failure of < strong >Marketingstrong > activitiesMonitors digital & social reputation5 Leads and promotes the use of metrics to improve < strong >Marketingstrong > effectivenessLeads the development of a system of critical review and appraisal to improve future < strong >Marketingstrong > strategyLeads the social media monitoring process to identify improvements and manage social/corporate reputation4 Defines appropriate measurements for the plan and monitor their useEvaluates activities and recommend improvements using measurement data and analyticsDevelops and manages the implementation of a social media monitoring plan to manage social reputation3 Collects, synthesises.

10 Analyses and reports measurement dataParticipates in reviews of < strong >Marketingstrong > activities using measurement data and analytics to identify improvementsUses social analytics and listening tools to identify improvements to organisational processes that will enhance social reputation2 Supports the collection and reporting of measurement dataSupports reviews of < strong >Marketingstrong > activities to identify improvementsSupports the use of social analytics and listening tools and reports findings1 Recognises the importance of measuring and monitoring the effectiveness of all < strong >Marketingstrong > activities and plansCollects information that contributes to the review of < strong >Marketingstrong > activitiesSupports the use of social analytics and listening toolsThis technical capability is about identifying appropriate metrics and ensuring that all < strong >Marketingstrong > activities, whether generated by the organisation or the customer, are monitored on an ongoing basis and measured for their effectiveness.