CIM admits work needed to communicate its ‘relevance’

The Chartered Institute of Marketing is to overhaul the way it communicates its work in a bid to convince marketers of its “relevance”.

Anne Godfrey

Recently installed chief executive Anne Godfrey has overseen a soon to be released three-year strategy that will outline several changes to the Institute’s internal structure and plans for a new communications setup to market what Godfrey claims is the “value CIM adds to the marketing profession”.

Speaking to Marketing Week, she says CIM “has not been been very good” at communicating the worth of the training and qualifications on offer.

She adds: “The strategy looks at what CIM are here to do and hopes to convince people that being chartered is aspirational and can add value to a marketer…….I want to provide CIM with a stronger voice.”

CIM administers courses for marketers wanting to achieve chartered status and be recognised, it claims, “as an experienced, qualified and up-to-date marketing professional”.

A new corporate service is also being planned that will provide companies with tools to benchmark marketing activity as well as guidance on how to boost staff capability and best employ social media. Advice on how to improve alignment between sales and marketing will also be offered.

CIM caused controversy last year when it called on companies to fuse sales and marketing functions.

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