Professional Marketing Competencies
Reviewed in 2019, the Professional Marketing Competencies are a framework of marketing abilities which provides a guide to the skills and behaviours that are expected of professional marketers at varying levels of proficiency.
Developed from extensive research with employers and employees in marketing and broader business functions, the Competencies give individuals and organisations the basis on which to assess the abilities of a capable and competent marketer.
Click on any of the sections for more detail or download the full PDF.
Behavioural competencies
Behaviour
Description
Creative
The ability to use imagination and new ideas to produce solutions
Commercially aware
The ability to use business acumen from experience or learning in a day-to-day work situation
Collaborative
The ability to work with others to the benefit of the business and its goals
Influencing
The ability to actively promote ideas and initiatives both internally and externally
Inspiring
The ability to inspire and motivate others towards a common vision
Challenging
The ability to challenge the status quo and drive change in a business environment
Entrepreneurial
The ability to think ahead to spot or create opportunities and maximise them
Financially literate
The ability to use financial calculations to justify, manage and approve expenditure and investment
Responsible
The ability to work in a way that considers its impact on other people, organisational goals and the wider environment
Innovative
The ability to formulate new ideas or to adapt or use existing ideas in a new or unexpected way to solve problems.
Risk and reputation
This technical capability is about managing the impact of risk, governance and compliance on corporate reputation, through effective monitoring and application of relevant legislation and regulation. It is also about managing reputation through the alignment of people, processes and brands.
Level
Manages corporate reputation
Manages risk and compliance
5
Leads the alignment of people, processes and brands to deliver company values and maintain corporate reputation
Directs the implementation of corporate governance through effective risk management and ensures that all employees comply with relevant regulation and legislation
4
Manages people, processes and brands to maintain corporate reputation
Manages corporate governance, risk and compliance with relevant legislation
3
Implements processes aligned with company values to maintain corporate reputation
Ensures that all marketing activities comply with corporate governance processes and relevant legislation and regulation
2
Assists with the implementation of processes designed to maintain corporate reputation
Recognises the reason for corporate governance, risk management and compliance with relevant legislation and regulation in day to day marketing activities
1
Recognises the importance of complying with processes designed to maintain corporate reputation
Demonstrates limited knowledge of relevant legislation and regulation
Brand
This technical capability is about defining brand strategy and positioning, managing the brand and providing clear brand guidelines for its protection, and tracking and measuring its performance to inform future activity
Level
Develops brand strategy and positioning
Manages brand effectiveness
Measures brand performance
5
Leads the development of brand strategy and articulates desired brand positioning
Distils the essence of the brand and/or maintains a portfolio of brands
Defines the measures used to determine brand effectiveness and use results to inform future activities
4
Manages the alignment of all elements of the brand strategy with marketing goals
Manages brand(s) and co-ordinates brand support activities
Uses brand tracking and/or performance analysis to inform future brand activities
3
Contributes to brand plans
Manages brand(s) and implement brand plans within brand guidelines
Analyses, measures and reports on brand effectiveness
2
Assists in the achievement of brand positioning
Assists in the management of brand(s) through the implementation of brand plans within brand guidelines
Assists in the analysis and measurement of brand effectiveness
1
Recognises the importance of brand strategy and guidelines
Recognises the role of brand guidelines in protecting the brand
Recognises the importance of measuring brand performance and using the results to inform future activities
Integrated Marketing Communications
This technical capability is about the integration of marketing communications strategy with business strategy and the use of both physical and digital communications tools in an integrated way.
Level
Develops integrated marketing communications
Delivers integrated marketing communications
5
Leads and directs the development of an integrated marketing communication strategy to communicate with all stakeholders
Leads and directs the delivery of an integrated marketing communications strategy to communicate with all stakeholders
4
Creates integrated marketing communications plans using both physical and digital tools
Implements integrated marketing communications plans using both physical and digital tools
3
Develops marketing communications campaigns using both physical and digital tools
Delivers integrated marketing communications campaigns using both physical and digital tools
2
Contributes to the development of marketing communications campaigns
Contributes to the delivery of marketing communications campaigns using both physical and digital tools
1
Assists with the development of marketing communications activities
Assists in the delivery of marketing communications activities using both physical and digital tools
Digital Integration
This technical capability is about influencing the development of organisational digital strategy in terms of its impact on structure, culture and strategic plans, and implementing digital transformation in line with the needs of the customer.
Level
Develops digital capability
Integrates digital marketing
Delivers digital capability
5
Influences digital strategy within the organisation in terms of its impact on structure, culture and strategic plans
Leads the embedding of digital capability into marketing strategy to the benefit of the customer
Leads the implementation of digitally enhanced marketing strategy
4
Contributes information and ideas to the organisational strategy process in terms of digital capability
Manages the embedding of digital capability into marketing plans to the benefit of the customer
Manages the implementation of digitally enhanced marketing plans
3
Contributes information and ideas to the organisational strategy process in terms of digital capability
Contributes to the embedding of digital capability to the benefit of the customer
Contributes to the implementation of digitally enhanced marketing plans
2
Supports information-gathering as part of the organisational strategy process in terms of digital capability
Assists with the integration of digital and physical marketing
Assists with the implementation of digitally enhanced marketing activities
1
Recognises the importance of information-gathering as part of the organisational strategy process
Recognises the importance of integrating digital and physical marketing activities
Recognises the importance of enhancing marketing plans through digital activities
Product Management
This technical capability deals with the planning, forecasting, production and marketing of a product, proposition or portfolio of products, throughout a product lifecycle.
Level
Innovates value propositions
Manages value propositions, products and services
5
Leads organisation wide co-operation in the development of customer value propositions, identifying strategic opportunities for innovation
Leads and directs the management of projects related to the delivery of customer value propositions and product/service portfolios
4
Manages cross-functional processes for the development of customer value propositions and their progression to market
Manages and maintains customer value propositions and product/service portfolios through cross-functional teams
3
Contributes to the development of customer value propositions
Contributes to the management of customer value propositions and product/service portfolios
2
Provides information to support the development of customer value propositions
Assists with the management of customer value propositions and product/service portfolios
1
Recognises the importance of analysing product portfolio performance and innovating new customer propositions
Recognises the importance of developing, launching and monitoring customer value propositions
Monitoring and Measuring Effectiveness
This technical capability is about identifying appropriate metrics and ensuring that all marketing activities, whether generated by the organisation or the customer, are monitored on an ongoing basis and measured for their effectiveness. Data and insights produced are then interpreted and used to achieve improvements in the future.
Level
Measures the effectiveness of marketing activities
Uses analytics to explain the success or failure of marketing activities
Monitors digital and social reputation
5
Leads and promotes the use of metrics to improve marketing effectiveness
Leads the development of a system of critical review and appraisal to improve future marketing strategy
Leads the social media monitoring process to identify improvements and manage social/corporate reputation
4
Defines appropriate measurements for the plan and monitor their use
Evaluates activities and recommend improvements using measurement data and analytics
Develops and manages the implementation of a social media monitoring plan to manage social reputation
3
Collects, synthesises, analyses and reports measurement data
Participates in reviews of marketing activities using measurement data and analytics to identify improvements
Uses social analytics and listening tools to identify improvements to organisational processes that will enhance social reputation
2
Supports the collection and reporting of measurement data
Supports reviews of marketing activities to identify improvements
Supports the use of social analytics and listening tools and reports findings
1
Recognises the importance of measuring and monitoring the effectiveness of all marketing activities and plans
Collects information that contributes to the review of marketing activities
Supports the use of social analytics and listening tools
Customer Experience
This technical capability is about defining what the customer experience should be in order to meet corporate objectives and achieve customer advocacy. It is also about the delivery of activities that deliver the desired customer experience through effective customer journeys.
Level
Articulates the desired customer experience
Delivers the customer experience and customer satisfaction
5
Articulates the desired customer experience to drive loyalty and the potential for customer advocacy
Leads and controls the activities that deliver customer satisfaction and experience
4
Articulates the desired customer experience to internal colleagues to drive customer loyalty and the potential for advocacy
Manages and measures the activities that deliver customer satisfaction and experience
3
Develops marketing activities that contribute to the achievement of the desired customer experience
Delivers activities that deliver the customer experience
2
Supports the development of marketing activities that contribute to the achievement of the desired customer experience
Supports the delivery of activities that contribute to the customer experience
1
Recognises the importance of having a defined statement that describes the desired customer experience so that plans can be put in place to deliver this
Recognises the importance of delivering the customer experience and maintaining customer satisfaction
Partnership Marketing
This technical capability is about developing and managing appropriate channels and partners to meet changing customer needs and business goals, and incorporating members of the channel to market as partners.
Level
Develops channel to market / partnership marketing plans
Delivers the channel to market / partnership marketing offer
5
Leads the development of channel and/or partnership marketing plans to meet evolving customer needs and business goals
Directs and controls the implementation of channel and/or partnership marketing plans to meet the needs of customers, channel partners and the organisation
4
Reviews, establishes and develops channel/partnership marketing strategies to meet customer needs and achieve business goals
Manages and monitors the implementation of channel and/or partnership marketing plans to meet the needs of customers, channel partners and the organisation
3
Develops channel/partnership marketing plans to meet customer needs and achieve business goals
Implements channel and/or partnership marketing activities
2
Supports the development of channel/partnership marketing plans
Supports the implementation of channel/partnership marketing activities
1
Recognises the importance of developing channel and/or partnership marketing plans that both meet customer needs and support the achievement of business goals
Recognises the importance of managing the channel to market to meet the needs of customers, channel partners and the organisation
Insights
This core capability sits at the heart of marketing and plays an essential role in developing and using deep insights to create marketing strategies and deliver solutions that lead to the achievement of business goals and sustainable organisational performance.
Level
Obtains information about markets
Analyses information for insights
5
Defines and prioritises the insights needed to achieve business and marketing goals
Develops insights about the organisation, its environment and its customers that impact business decisions
4
Manages information related projects and the MkIS
Analyses and presents information to generate insights that assist in the achievement of marketing goals
3
Collects information and work with market research agencies to inform marketing plans
Analyses and presents information from research and customer feedback as insights
2
Identifies options for gathering information needed to inform marketing plans
Analyses intelligence on customers and the market to form insight
1
Recognises the need to gather information based on research
Recognises the need to analyse customer and market intelligence from multiple sources
Strategy
This core capability plays an essential role in both informing corporate strategy from a marketing perspective and translating this into effective marketing plans that contribute to the achievement of business goals and sustainable organisational performance.
Level
Formulates strategy (marketing & digital)
Produces marketing plans
5
Promotes a strong customer focus and influences strategy formulation and corporate investment decisions
Leads the alignment of the marketing plan to the strategic goals of the business
4
Synthesises information from multiple sources to support the strategy process
Develops and updates the operational marketing plan in alignment with business goals
3
Contributes information and ideas to the strategy process
Develops tactical marketing campaigns to assist in the achievement of operational marketing goals
2
Gathers information as part of the strategy process
Contributes to the development of tactical marketing campaigns
1
Supports information-gathering as part of the strategy process
Contributes information to marketing and campaign plans
Customer Focus
This core capability sits at the heart of the marketer’s role in uniting the organisation to meet customer needs and achieve all business goals, identifying and leading change across the organisation for the benefit of the customer.
Level
Aligns the organisation around the customer
Works collaboratively
Manages change
5
Leads and creates an organisation-wide customer orientation and infrastructure for customer relationship building
Works as a role model in a highly visible way on behalf of the customer
Articulates the strategic need for change and leads the implementation of change on behalf of the customer
4
Develops internal marketing plans to improve internal relationships and so build strong external customer relationships
Works collaboratively with other departments and functions on behalf of the customer
Leads both communication of the need for change and the implementation of change through others
3
Collaborates internally to build strong external customer relationships
Works as customer champion in cross-functional teams
Works with managers and team colleagues to implement change initiatives
2
Assists with the development of internal communications to build strong external customer relationships
Works collaboratively with colleagues to deliver good practice and meet customer needs
Supports change plans and the implementation of change to meet customer needs
1
Supports internal communication to build strong external customer relationships
Works with others to meet customer needs
Recognises the need for change and supports the implementation of change through positive behaviour
© CIM 2019
Core
The core capabilities sit at the heart of marketing and are relevant to all marketers regardless of their role, their industry sector or the stage that they have reached in their career.
Technical
The technical competencies identify the knowledge and skills required in specific areas of marketing, reflecting the variation in career progression available in this field.
Behaviours
These capabilities describe the behaviours that marketing professionals need to be able to demonstrate in order to do their jobs efficiently and effectively and contribute to the achievement of business goals.
