FAQs
Log in
MyCIM
Turning professional
- 30 April 2025
In Catalyst issue two’s Big Conversation, experts discussed how marketers can adopt a new framework for professionalism. Marketing is experiencing a professionalism crisis, and the numbers are in to prove it.
In a poll of 500 business decision-makers conducted by CIM, marketing ranks joint bottom with HR in terms of its professionalism, compared with other business functions like finance, legal, operations and sales, with finance coming out on top. In fact, 10% of respondents consider marketing to be outright unprofessional.
When asked what changes would most improve professionalism across all business functions, a resounding 63% say ongoing professional development and training. But with 50% of CIM members already registered in the organisation’s Continuous Professional Development programme, perhaps what’s needed is a way for marketers to communicate across a business exactly what their skills are, how they add value and what’s required to excel in this demanding role.
That’s why CIM has launched its Global Professional Marketing Framework (GPMF), which defines a set of key attributes around which marketers should build their professional development.
Marketers can use the GPMF to assess their competency levels ranging from ‘aware’ to ‘expert’ in the areas of general marketing and communications, brand and reputation, data and insight, commercial, proposition development, customer experience, digital agility, and leadership. CIM’s also currently developing tools to help participants self-assess against the framework.
But what impact can such a framework make beyond individual marketers. How does it boost the professionalism of the entire industry and guide companies on how they should embed the latest thinking around good marketing practice? They need to get the right balance of capabilities that align with their business needs and objectives.
But what impact can such a framework make beyond individual marketers. How does it boost the professionalism of the entire industry and guide companies on how they should embed the latest thinking around good marketing practice? They need to get the right balance of capabilities that align with their business needs and objectives.
To answer this question, CIM's chief executive Chris Daly and former CIM marketing and communications director, Mark Scott, gathered seven senior marketers and business leaders for this issue’s round table, analysing the role frameworks like the GPMF can play in the future of marketing.
- 0 views
