Professional Marketing Competencies

Professional MarketingCompetencies CIM 2016

ProfessionalMarketingCompetencies

Proficiency ativeMastery at the highest level of the knowledgeand applicationMasteryHabitual4AccomplishedAn advanced degree of knowledge andconsistent applicationMasteryRegular3AbleFull Knowledge of the concepts and applicationto the businessFullRegular2Active LearnerMeaningful knowledge with some experienceand applicationSomeSome1AwareLimited knowledge or experience with fullpotential to developLimitedLimited

Core competenciesThe core competencies sit atthe heart of marketing and arerelevant to all marketersregardless of their role, theirindustry sector or the stagethat they have reached in theircareer.

InsightsThis core capability sits at the heart of marketing and plays an essential role in developing andusing deep insights to create marketing strategies and deliver solutions that lead to the achievement of businessgoals and sustainable organisational performance.LevelObtains information about marketsAnalyses information for insights5Defines and prioritises the insights needed to achieve Develops insights about the organisation, itsbusiness and marketing goalsenvironment and its customers that impact businessdecisions4Manages information related projects and the MkISAnalyses and presents information to generateinsights that assist in the achievement of marketinggoals3Collects information and work with market researchagencies to inform marketing plansAnalyses and presents information from researchand customer feedback as insights2Identifies options for gathering information neededto inform marketing plansAnalyses intelligence on customers and the marketto form insight1Recognises the need to gather information based onresearchRecognises the need to analyse customer andmarket intelligence from multiple sources

Championing 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, identifying and leading change across the organisation for the benefit of the customer.LevelAligns the organisation aroundWorks collaborativelythe customerManages change5Leads and creates an organisation-widecustomer orientation and infrastructurefor customer relationship buildingWorks as a role model in aArticulates the strategic need forhighly visible way on behalf of change and leads thethe customerimplementation of change onbehalf of the customer4Develops internal marketing plans toimprove internal relationships and sobuild strong external customerrelationshipsWorks collaboratively withother departments andfunctions on behalf of thecustomer3Collaborates internally to build strongexternal customer relationshipsWorks as customer champion Works with managers and teamin cross-functional teamscolleagues to implement changeinitiatives2Assists with the development of internal Works collaboratively withcommunications to build strong external colleagues to deliver goodcustomer relationshipspractice and meet customerneedsSupports change plans and theimplementation of change to meetcustomer needs1Supports internal communication to build Works with others to meetstrong external customer relationshipscustomer needsRecognises the need for changeand supports the implementationof change through positivebehaviourLeads both communication of theneed for change and theimplementation of change throughothers

StrategyThis core capability plays an essential role in both informing corporate strategy from a marketingperspective and translating this into effective marketing plans that contribute to the achievement of businessgoals and sustainable organisational performance.LevelFormulates strategy(marketing & digital)Produces marketing plans5Promotes a strong customer focus and influencesstrategy formulation and corporate investmentdecisionsLeads the alignment of the marketing plan to thestrategic goals of the business4Synthesises information from multiple sources tosupport the strategy processDevelops and updates the operational marketingplan in alignment with business goals3Contributes information and ideas to the strategyprocessDevelops tactical marketing campaigns to assistin the achievement of operational marketinggoals2Gathers information as part of the strategy processContributes to the development of tacticalmarketing campaigns1Supports information-gathering as part of the strategyprocessContributes information to marketing andcampaign plans

Technical competenciesThe technical competenciesidentify the knowledge and skillsrequired in specific areas ofmarketing, reflecting the variationin career progression available inthis field.

BrandThis technical capability is about defining brand strategy and positioning, managing the brand and providingclear brand guidelines for its protection, and tracking and measuring its performance to inform future activityLevelDevelops brand strategyand positioningManages brandeffectivenessMeasures brandperformance5Leads the development of brandstrategy and articulates desiredbrand positioningDistils the essence of the brandand/or maintains a portfolio ofbrandsDefines the measures used todetermine brand effectivenessand use results to inform futureactivities4Manages the alignment of allelements of the brand strategywith marketing goalsManages brand(s) andco-ordinates brand supportactivitiesUses brand tracking and/orperformance analysis to informfuture brand activities3Contributes to brand plansManages brand(s) and implementAnalyses, measures and reportsbrand plans within brand guidelines on brand effectiveness2Assists in the achievement ofbrand positioningAssists in the management ofbrand(s) through theimplementation of brand planswithin brand guidelinesAssists in the analysis andmeasurement of brandeffectiveness1Recognises the importance ofbrand strategy and guidelinesRecognises the role of brandguidelines in protecting the brandRecognises the importance ofmeasuring brand performanceand using the results to informfuture activities

Integrated Marketing CommunicationsThis technical capability is about the integration of marketing communications strategy with business strategy andthe use of both physical and digital communications tools in an integrated way.LevelDevelops integrated marketingcommunicationsDelivers integrated marketingcommunications5Leads and directs the development of an integrated Leads and directs the delivery of an integratedmarketing communication strategy to communicate marketing communications strategy to communicatewith all stakeholderswith all stakeholders4Creates integrated marketing communications plans Implements integrated marketing communicationsusing both physical and digital toolsplans using both physical and digital tools3Develops marketing communications campaignsusing both physical and digital toolsDelivers integrated marketing communicationscampaigns using both physical and digital tools2Contributes to the development of marketingcommunications campaignsContributes to the delivery of marketingcommunications campaigns using both physical anddigital tools1Assists with the development of marketingcommunications activitiesAssists in the delivery of marketing communicationsactivities using both physical and digital tools

Digital IntegrationThis technical capability is about influencing the development of organisational digital strategy in terms of its impacton structure, culture and strategic plans, and implementing digital transformation in line with the needs of thecustomer.LevelDevelops digital capabilityIntegrates digitalmarketingDelivers digitalcapability5Influences digital strategy within theorganisation in terms of its impact onstructure, culture and strategic plansLeads the embedding of digitalcapability into marketing strategy tothe benefit of the customerLeads the implementation ofdigitally enhancedmarketing strategy4Contributes information and ideas tothe organisational strategy process interms of digital capabilityManages the embedding of digitalManages thecapability into marketing plans to the implementation of digitallybenefit of the customerenhanced marketing plans3Contributes information and ideas tothe organisational strategy process interms of digital capabilityContributes to the embedding ofContributes to thedigital capability to the benefit of the implementation of digitallycustomerenhanced marketing plans2Supports information-gathering aspart of the organisational strategyprocess in terms of digital capabilityAssists with the integration of digitaland physical marketingAssists with theimplementation of digitallyenhanced marketingactivities1Recognises the importance ofinformation-gathering as part of theorganisational strategy processRecognises the importance ofintegrating digital and physicalmarketing activitiesRecognises the importanceof enhancing marketingplans through digitalactivities

Product ManagementThis technical capability deals with the planning, forecasting, production and marketing of a product, proposition orportfolio of products, throughout a product lifecycle.LevelInnovates value propositionsManages value propositions, productsand services5Leads organisation wide co-operation in thedevelopment of customer value propositions,identifying strategic opportunities for innovationLeads and directs the management of projectsrelated to the delivery of customer valuepropositions and product/service portfolios4Manages cross-functional processes for thedevelopment of customer value propositions andtheir progression to marketManages and maintains customer valuepropositions and product/service portfolios throughcross-functional teams3Contributes to the development of customer valuepropositionsContributes to the management of customer valuepropositions and product/service portfolios2Provides information to support the development ofcustomer value propositionsAssists with the management of customer valuepropositions and product/service portfolios1Recognises the importance of analysing productportfolio performance and innovating new customerpropositionsRecognises the importance of developing, launchingand monitoring customer value propositions

Monitoring and Measuring EffectivenessThis technical capability is about identifying appropriate metrics and ensuring that all marketing activities, whethergenerated by the organisation or the customer, are monitored on an ongoing basis and measured for theireffectiveness. Data and insights produced are then interpreted and used to achieve improvements in the future.LevelMeasures theeffectiveness ofmarketing activitiesUses analytics to explainthe success or failure ofmarketing activitiesMonitors digital & socialreputation5Leads and promotes the use ofmetrics to improve marketingeffectivenessLeads the development of a system Leads the social media monitoringof critical review and appraisal toprocess to identify improvementsimprove future marketing strategy and manage social/corporatereputation4Defines appropriatemeasurements for the plan andmonitor their useEvaluates activities and recommend Develops and manages theimprovements using measurement implementation of a social mediadata and analyticsmonitoring plan to manage socialreputation3Collects, synthesises, analysesand reports measurement dataParticipates in reviews of marketingactivities using measurement dataand analytics to identifyimprovementsUses social analytics and listeningtools to identify improvements toorganisational processes that willenhance social reputation2Supports the collection andreporting of measurement dataSupports reviews of marketingactivities to identify improvementsSupports the use of social analyticsand listening tools and reportsfindings1Recognises the importance ofmeasuring and monitoring theeffectiveness of all marketingactivities and plansCollects information thatcontributes to the review ofmarketing activitiesSupports the use of social analyticsand listening tools