IDM adds Marketing Capabilities Council
6 Mar 2012: The Institute of Direct and Digital Marketing has added a Marketing Capabilities Council to its body of professional advisory Councils. The new IDM Council held its inaugural meeting last month and comprises senior practitioners from brands including Callcredit, Heineken, Microsoft, Nokia and Telefonica.
The Council has compiled a mission statement which sees it aim “to gain board level recognition for marketing capabilities development as a core organisational KPI – and generative business function – which requires dedicated focus in terms of continuous monitoring and investment.”
Council Chair and IDM Director of Marketing Capabilities, Paul McCarthy F IDM explains: “Marketing is a core driver of organisational value and it follows that the organisation’s marketers must constantly develop the right skills and practice to deliver marketing objectives and organisational goals in an ever-evolving marketplace. In short: it is people and practice that drive performance.”
At the inaugural Council meeting, members shared some of the challenges they face, including the need for honest assessment of existing marketing skills, developing a culture of knowledge sharing and convincing business leaders that marketing capabilities is an investment asset rather than a cost burden. Like all IDM Councils, it will meet on a quarterly basis each year.
1. To develop a recognised industry definition and framework for the discipline of marketing capabilities management, and establish it as an essential and distinct practice within organisations.
2. To define, share and promote best practices for marketing capabilities management. (Includes the review and aggregation of relevant third party content and the commissioning of research studies).
3. To promote marketing capabilities development as a generative business function, essential to performance improvement and business value growth.
4. To create a marketing capabilities development community that goes beyond the Council itself across the HR and marketing practitioner communities.
5. To become the recognised thought leader for the marketing capabilities discipline and the go-to body for advice and opinion.
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