Aligning Marketing Capabilities to Business Performance

Building the marketing talent and development strategies that drive organisation value and performance

The purpose of this course

This course is designed to help marketing and capability practitioners to translate business strategy into a marketing capability strategy - using structured frameworks and thinking to align development focus across the employee lifecycle (acquisition, development, retention, transfer). The term ‘marketing capability’ covers three management priorities - people (and skills), process and technology - each of which will be tackled holistically in this programme.

Who this course is for

This course is designed for three core audiences:

1. Marketing leaders concerned with the future of marketing talent
2. Marketing capability practitioners with a specific capability and development remit
3. HR or Learning and Development practitioners who work in partnership with marketing management.

This course addresses the capability challenge from a strategic, ‘orchestration’ perspective and therefore recommends that attendees hold management, rather than administrative, roles.

Benefits for your organisation

This programme is based both on the ongoing industry experience of The Institute and a Global Benchmarking Study conducted in 2009, exploring the future for marketing capability 2010-2020. Organisations exposed to this innovative, research based programme will benefit from structured processes, frameworks and toolkits; a refreshed strategic thought process; and methodologies and leading practice case studies for aligning strategy and capability to drive greater performance.

Benefits for you as an individual

Individuals attending this course will benefit from structures, tools and case studies designed by practitioners, for practitioners - ensuring relevance to the business context and realities of today and the future. All of this will be enhanced by the cross industry learning and networking with likeminded peers on the programme.

You will learn how to

• Organise and plan for a marketing capability review, including stakeholder management and cross team working
• Translate business strategy into priorities for the marketing function
• Define the marketing capabilities which will be right for your business, now and in the future
• Make capability happen through plans embedded across people (and skills), process and technology
• Drive your capability strategy across the total employee lifecycle, including career path management
• Initiate and manage change in practices and behaviours across the organisation
• Assess the effectiveness of marketing capability strategies and investments

Course content

Organising for capability

• Stakeholder management and leadership engagement
• Cross team working and collaboration
• Business case development

Defining capability

• Business analysis and strategic planning
• Marketing capability analysis and auditing
• Capability planning and prioritisation

Implementing capability

• Change management
• Marketing your ‘marketing capability’
• Auditing and adapting practices and processes

Evaluating capability

• Assessing effectiveness of capability strategies and initiatives
• Managing capability efficiency over time

Professional Standards

CIM’s Professional Marketing Standards have been developed through extensive research with employers and leading academics. All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.