This course is designed to help senior marketing/HR professionals assess the marketing capabilities within their organisation. The CIM Competencies Framework will help you audit and identify marketing capabilities and competencies. The workshop guides you through the process of defining requirements, conducting a skills gap analysis and formulating a capabilities development action plan.

Who should attend?

  • Senior Marketers, Marketing Capability Managers, HR Managers and Marketing Managers
  • Those responsible for defining and reviewing team roles and performance capabilities and competencies

Learning outcomes

  • Define the Vision and Mission of your Marketing Function to deliver organisation goals
  • Establish the current level and required levels of marketing capabilities and competencies 
  • How to embed a Capability Framework across the organisation:
    • Communications plan, PDP process, building role profiles, recruitment and succession planning
  • Gain understanding on the soft skills that you want to see in Marketers and how you can help develop these
  • How to review your Marketing team’s roles and performance:
    • Conduct a training needs analysis and identify ways to closing the functional and personal development gaps
  • How to motivate teams by understanding individual motivations:
    • Identifying values, belief systems, attitudes to CPD and leadership communication styles
  • Leverage this new found understanding and develop a 90-day plan

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Abigail Dixon

Abigail Dixon is a Chartered marketer, CIM course director and Capability consultant, Trainer Mentor and Fellow. She is also Founder and Director of Labyrinth Marketing a strategic marketing and capability consultancy, with over 20 years commercial marketing experience-delivering growth for a variety of brands and businesses. As a Capability consultant, she has developed capability frameworks for a number of organisations across a variety of industries that outline the required technical competencies by job level to deliver their vision or corporate goals. She is passionate about bringing these expectations to life through role profiles, PDR process and supporting skills development to close capability gaps to support the personal development of the marketers and individuals behind the brands.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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