| November
2006 |
Contents
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| Get
more from your appraisal this year: going 360° |
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In a nutshell…
…360° appraisals
"Horses have always understood
a great deal more than they let on. It is difficult to be
sat on every day by some creature without forming an opinion
of them. On the other hand, it is perfectly possible to
sit all day, every day, on top of another creature, and
not have the slightest thought about them whatsoever."
Douglas Adams
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Until recently, the boss was the sole judge of a
marketer’s performance. This article asks whether the 360°
approach to appraisals might be a better way of assessing marketers’
effectiveness at work.
What is 360° appraisal?
360° appraisal is a process in which employees get feedback
from ‘relevant others’ as well as their line manager.
Other contributors can include peers, direct reports, colleagues,
agencies, customers or even suppliers.
Rather than take the word of one person, who, for any number of
reasons may not be able to see our skills clearly nor evaluate
them objectively, the 360° process tries to take into account
the voices of all other relevant parties. The theory goes that
collecting feedback in this way allows an individual to understand
how their strengths and weaknesses are viewed by others and
gives a truer picture of training and development needs.
Does it work for marketers?
The growing popularity of 360° appraisals is a reflection
of a sea change in organisational structure over the last 10 years
or more. De-layering, flatter hierarchies and a greater emphasis
on team-working mean that many managers now have wider-reaching
spans of control. As a result, an employee's peers or other work
contacts can often have as much idea of how that person is performing
as the line manager.
Marketers know this better than most. Of all departments,
marketing is perhaps the function in today’s businesses
which requires regular interaction with almost every other department,
as well as a host of external supplier relationships. In a profession
where positive rapport with others is so vital, horizontal relationships
with peers and others can make the biggest difference to our overall
success.
 Case
Study CIM Member Dr Ashley Gray participates in
360° appraisals in his role as Senior Veterinary Business
Adviser at Hills Pet Nutrition in Watford.
“Hills use 360° appraisals in conjunction with
other performance evaluation methods as part of their ‘Managing
with Respect’ programme. I both look forward to them
and dread them! It’s a great way of assessing if your
peers are comfortable with the way you’re interacting
with them as good relationships can make your projects.
And although you can be in contact with someone every day,
we are all usually so busy with work itself, there’s
never a chance to talk about how I could be doing things
better.
It’s been incredibly useful to have another perspective
on how I come across to others. My marketing targets can
speak for themselves but the figures are just one part of
the picture. 360° feedback can let you know how well
you’re doing on an interpersonal level. The beauty
of a 360° review done well is the balanced picture you
get although you have to be ready to take the punches and
be open-minded.” |
Make
your appraisal go full circle
If
your company doesn’t use a 360° model for your performance
reviews, there’s no reason why you can’t gather
some feedback for yourself. Before you go into your appraisal,
take some time to invite comments from a handful of colleagues
or supplier contacts. Here are our tips for a DIY 360°
for marketers.
- Don’t just ask those co-workers you
know will give you a glowing report. Choose contacts whom
you can trust to be honest and helpful.
- Simply ask them what they think your strengths
and weaknesses are or get them to list the five things
they would change about you. Encourage them to be constructive
and specific.
- Do it by email. It might be less confrontational,
they’ll consider it in greater depth and they’re
likely to be more honest.
- Take a few punches: don’t ask opinions
if you aren’t prepared for brutally honest feedback.
- Don’t challenge them on any of their
feedback. You’ll only discourage them from helping
you out next time.
- Treat it like an investigation: if several
witnesses say the same thing, take note, it carries weight.
- Don’t worry about appearing weak
or unsure of yourself. Asking for feedback shows you are
driven, professional and approachable.
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For information on how CIM training courses can
plug gaps identified by your appraisal this year, email training@cim.co.uk.
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| Get
ready for the December exams with some ‘Crammer’ revision
workshops |
|
CIM students still have plenty of time to brush
up on both CIM syllabus content and CIM exam technique before
the dreaded Exam week arrives on December 4th. There’s also
help available for Strategic Marketing in Practice (SMiP*) –
the mega Case Study at PGDip level. Here’s an at-a-glance
guide to the main differences between the main two types of revision
workshop. All workshops are offered by the Student Support Group, which is sponsored by the Greater London Region Board..
Syllabus “Crammer” Workshops
– to improve your subject knowledge
Students who have missed classes, misunderstood
certain topics, or been unable to read as many textbooks as they’d
like, will benefit from a Syllabus workshop. These sessions:
- are run per each CIM subject and are led by CIM
subject specialist marketers
- cover all the syllabus highlights in one day,
fast but not furious!
- show how all the main syllabus areas fit together
- are full-day, intensive, lecture-based events
- provide a summary of key, need-to-know information
(theory, models, examples)
- include a comprehensive handout pack for personalizing
your revision notes
- give lots of examples illustrating best and
worst practice
Exam Preparation Workshops – to enhance
your exam performance
Those who feel concerned about their ability
to satisfy the CIM Examiner should consider an Exam Preparation
workshop to improve their CIM exam technique. These sessions:
- are run per each CIM subject and are led by
CIM subject specialist marketers
- explain what the CIM Examiner wants and how to
satisfy him/her
- identify particular topics and techniques favoured
by the subject Examiner
- are full-day, structured, tutor-led, group work
based events – fun and very practical
- deliver top tips on managing exam time and improving
exam technique
- provide the chance to tackle exam questions and
mini-cases together
- give you practice in applying CIM theory in context,
with evaluation and examples
Workshops run in Hammersmith, London on Saturdays
and Sundays all through November. For more information go to www.studentsupportgroup.co.uk or call Caroline on 01784 463057 for advice & bookings.
*SMIP Critical steps document available FREE from
SSG
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| Wild
and wet award winner speaks to GLR News |
|
Catherine Worswick is this year’s national
winner of the Top UK Student Award for the Professional Postgraduate
Diploma and winner of the award for highest mark in the Analysis
and Evaluation module. Catherine, 27, from Wandsworth in South
West London is Marketing Executive at the Wildfowl and Wetlands
Trust. GLR News caught up with her at the WWT’s London Wetland
Centre reserve.
GLR News: Hi
Catherine. Congratulations on your double scoop in the CIM Top
Student Awards! How do you feel?
Catherine: Thanks,
I’m very pleased. It’s nice for all the hard work
to be recognised but I’m proud to finally have the Professional
Diploma under my belt.
GLR News: You
now have the Certificate and both the Professional and Postgraduate
Diplomas. Why did you decide to undertake CIM qualifications?
Catherine: I
was encouraged to start by my previous boss at LGC (a science-based
service company). I wanted to learn some hard marketing skills
and techniques to complement the experience I was gaining ‘on
the job’. There are two of us in the Marketing team at the
London Wetland Centre but the national team has recently grown
considerably, and we now have about 7 marketers. A number of people
in the organisation are CIM qualified, so I’m in good company.
GLR News: Was
it difficult to combine studies with a full-time job?
Catherine: It
was sometimes very difficult, particularly during busy times at
work. I took time off work the week before most of my exams which
can be a frustrating way to use holiday but makes things more
achievable. I got a lot of best practice advice on revision and
study from the CIM. Of course you should start studying as early
as possible to avoid panic later, but I didn’t always manage
this so it’s not really fair to sound all virtuous! I did
some great revision sessions with the Student Support Group which
I would definitely recommend.
GLR News: What
marketing activities do you get involved in at WWT?
Catherine: There’s
a good mix, including advertising, press, direct mail and website
appeals for new members. And we’re always working to enhance
our offering – the reserve is the main attraction and the
wildlife are the star of the show for our visitors of course but
we also have a great onsite café and a functions business
for corporate and private hire as well as an adventure area for
children. We’re always organising lots of events, festivals
and activities aimed at different groups.
GLR News: It
sounds like quite a unique job for London. What do you enjoy most
about being in marketing at WWT?
Catherine: The
job is great as it has a huge amount of variety – one minute
you are working on a tube advertising campaign and the next you’re
leading a group of visitors on a bat walk around the reserve!
I am quite passionate about our product which I think helps any
marketer do a job well. Last year our Summer Festival campaign
won Gold in the Visit London awards which we are very proud of.
The most fulfilling part for me is when I meet someone who has
seen one of our adverts or read a story about us and visited because
of it.
GLR News: And
what are the most challenging aspects?
Catherine: The
worst part of my job is meeting people who live round the corner
from the centre and have never heard of it! The most challenging
aspect is time management – as there are just two of us,
we can never achieve all we want to.
GLR News: So
what’s next for you in terms of career progress?
Catherine: I
want to become a Marketing Manager, working across all areas of
marketing and communications. I hope the Diploma will help me
do this. It has certainly helped in my current job by giving me
more confidence, and is of direct practical use in the marketing
planning process.
|
  The
Wildfowl & Wetlands Trust (WWT) is the UK’s only specialist
wetland conservation charity with a national network of nine wetland
visitor centres. WWT is a world leader in the protection of ducks,
geese, swans and flamingos and the wetlands they inhabit. The organization
has 150,000 members. The WWT London Wetland Centre, located in Barnes
SW13, is the newest reserve and since opening in 2000, visitor numbers
have grown to around 180,000 per year. For more information visit
www.wwt.org.uk |
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| It’s
official: members earn more! |
|
According to the latest CIM Croner Rewards Survey,
non-members working at marketing director level earn an average
of £65,000, while Chartered Institute of Marketing members
working at the same level earn an average of £70,500. Chartered
membership status pushes the marketing salary up even further
to £71,000 while Fellows earn an average of just under £95,000.
Fantastic news for those members on the top rungs
of the career ladder. Indeed great news for members all round:
CIM membership keeps you one step ahead of the pack in terms of
both salary and status.
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| Upgrade
your membership grade |
|
For those members still earning their stripes in
marketing at junior management level – or the majority or
members who have not reached director level, we’ve mapped
out the 6 stages of CIM membership and how you need to equip yourself
for the climb.
| Membership
level |
What
you need at this level… |
| Affiliate (studying) |
This is the minimum level of membership
to study for a CIM qualification. Each study centre decides
any additional entry criteria for CIM qualifications. Check the entry point guidelines for qualifications |
| Affiliate (professional) |
Affiliates (pro)
membership is open to those working in marketing as well as those interested in marketing. You do not need to be studying and there are no other pre-requisites for this level of membership.
|
| Associate (ACIM) |
You need either a university degree/diploma or a CIM Diploma (Professional or Postgraduate) to achieve Associate level membership; you automatically become an Associate member upon graduation. You must also be working in a marketing
role to reach Associate level. |
| Full member (MCIM) |
You must have
a Postgraduate Diploma in Marketing or other recognised degree,
plus 3 years experience in marketing, one of which must be
at management level (or 6 years with 2 at management level,
if you are not qualified in marketing). Again you must be
working in marketing at the time of application. |
| Fellow (FCIM) |
You’ll
need at least the same qualifications as a Full Member, and
you’ll need to demonstrate a strong marketing background
- around fifteen years experience. The Institute looks for
its Fellows to have held a role such as Executive Director,
Professor of Marketing, Senior Academic or Senior Marketing
Consultant for a minimum of five years. |
| Chartered Marketer |
The Institute
only awards the Chartered status to Fellows and Full Members
in recognition of practical experience, expertise and sound
theoretical knowledge. Chartered Marketers must also have
demonstrated a commitment to Continuing Professional Development
of at least two years. |
Find out the full details about membership levels or find out about upgrading your membership.
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| When
a minor mistake causes a major legal headache |
- What if you use a client’s logo in your
own material without their permission only to discover they
strongly object?
- What if you make a sideways snipe at a competitor
in publicity material and they take offence?
- What if you book some expensive advertising space
the client hasn’t authorized?
Mistakes happen, wires get crossed and even the
most careful suppliers can slip up. If you are a business owner
or independent consultant selling your knowledge or skills, Professional
Indemnity Insurance can protect you against those little lapses
that can lead to big legal problems.
|
in•dem•ni•ty
(în-dêm'nî-tê )
n. pl. in•dem•ni•ties
1. Security against damage, loss, or injury.
2. A legal exemption from liability for damages.
3. Compensation for damage, loss, or injury suffered.
|
What is Professional Indemnity Insurance?
Professional Indemnity Insurance (PII) covers
you for claims resulting from alleged negligence, errors, omissions,
libel, slander, passing off copyrights, breach of confidentiality,
and, in fact, any breach of your professional duty. In short it
protects your business against compensation sought by a client
if you have made mistakes. Professional indemnity insurance will
also usually cover any legal costs.
Do CIM members need it?
The Chartered Institute of Marketing does not
make PII mandatory, but most consultants and independent agents
do protect themselves in this way. For this reason, The Institute
has worked closely with PII specialists Parliament Hill Ltd, to
design a PII scheme for CIM members with an exclusive price offer.
Judge for yourself
Take advantage of highly competitive rates, assess levels of cover or obtain a quote.
|
 Dawn
Wills, CIM GLR Projects Assistant and independent consultant,
saved a third on her PII premium and it only took five minutes
online.
“Firstly, it was great to know that the insurance
company understands what marketing is and that my qualification
and membership status is recognised. Last year's trawl around
the various brokers offered a range of responses from marketing
not fitting into a standard category to not wanting to cover a
business with under £1million turnover, (I wish!).
Using the CIM service saved me loads of time, reassured
me that the cover was appropriate and saved me money. My insurance
last year cost £273. The same cover through CIM this year
cost £171.
To save almost a third is fantastic, but as you
know, with insurance, it's not just the price that's important
- your peace of mind comes from knowing that your cover is right
in its type and level.”
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| Meet
with Drinks at the Hog’s Head |
|
 The
Hog’s Head in London’s Fetter Lane was the venue for
the aptly-titled ‘Meet with Drinks’ pilot event organized
by the Central London team on the 19th September.
The event, designed to provide a relaxed forum
for networking and informal chat, was a runaway success.
“We wanted to get an idea of how much interest
there would be in an informal gathering rather than an information-based
seminar or presentation” says Louisa Hebden, Central London
team organizer. “Not only did we attract 25 people but 5
of these have been members of CIM for some time – 20 years
in one case – and had never attended a single CIM event,
so that was a great endorsement! I think people enjoyed the opportunity
to get to know other members rather than just meeting them briefly
during workshop breaks."
‘Meet with Drinks’ will take place
on the third Tuesday in each month. Members don’t have to
attend each month and are welcome to dip in and out.
The next meeting is on November 21st at the Hog’s
Head. So if you’re in Central London, and would like to
meet fellow CIM members in a relaxed atmosphere, come along between
6pm and 9pm.
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| Rave
review for West London copywriting workshop |
|
Mocky Khan reports excellent feedback from members
attending a copywriting workshop at Hammersmith College on 28th
September.
“Do you ever struggle to write marketing materials?”
was organized by GLR’s Heathrow and West London team and
run by Richard Groom from The Peterborough Copywriting Bureau.
 90%
rated the workshop as ‘excellent’. Comments from attendees
included: “There were loads of useful tips – it was
fabulous” and “It was interesting, fun and interactive.
I would definitely recommend it.”
”This is the first in a series of events
we’re planning for the coming year” says Mocky Khan,
Heathrow and West London team leader. “But we do want to
know more about what other topics local members would like to
see covered. Like all the branches in the Greater London Region,
we want to help our members with the real issues they face as
working marketers. So drop me a line if there are any particular
speakers or industries you would like to hear from.”
Calling all West London members! Please email any
topic ideas for events, workshops, seminars or meetings to Mocky
Khan.
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| Stuart
White in beauty parade of professional institutes |
|
 Stuart
White, GLR team leader for Herts & Beds lined up with representatives
from key professional bodies including the Institute of Legal
Executives and the Chartered Institute of Personnel and Development
at a recent West Hertfordshire College Open Evening.
At a time when many colleges are focussing on the
new undergraduate intake, West Herts College dedicated an evening
to those seeking to undertake further professional studies, such
as marketing, teaching, business management, law, accountancy
and book-keeping. Experts from each professional field were on
hand to answer questions and provide guidance to students enrolling
on or considering part-time courses.
Vic Davies, Professional Course Director at West
Hertfordshire says the open evening was attended by over 70 working
professionals. “It was great to see the Chartered Institute
of Marketing there. I think some professionals these days are
in such a rush to get ahead they want to miss out the Certificate
and move straight onto the Diploma. Stuart was very helpful in
offering attendees some good career counselling and showing people
the right course for them.”
“The evening was very important for the CIM
too” says Stuart. “If we want marketing to be recognised as a
profession in the same way as accountancy and human resources
then it is vital that the CIM has a presence at events like these.”
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| Milton
Keynes’ Jaakko says G’day to a marketing career Down
Under |
|
 The
Milton Keynes team is looking for new volunteers after key team
member Jaakko McVey set sail for the sunnier shores of Australia.
Newly promoted to Group Marketing Communications Manager with
SGE Analytical Science, Jaakko speaks highly of the experience
he gained as a Milton Keynes volunteer.
“It gave me a chance to see what makes business
tick from both the people you meet at the events and also the
speakers. Many people within different organisations share similar
issues so it was good to see how other people approached solving
them. Above all, I met some new friends!”
Alongside other Milton Keynes team members, Jaakko
was instrumental in helping make local events run professionally.
“As a volunteer he was able to step into any role and was
particularly good at meet and greet” says Cathy Jones, team
leader. “We’re missing him already!”
Join the team
The Milton Keynes team is now on the lookout for a fresh face.
The group is highly motivated and is keen to take their success
to an even higher status in the region with a wide range of events
and services. June Sheedy, Chair of the GLR region adds her voice
to the volunteer recruitment drive: “Milton Keynes is a
real hub for marketing and creative industries in the region.
Getting involved can certainly help develop your career in marketing
as well as offer you the chance to give something back.”
So if you’re a Milton Keynes marketer and
you want to make the most of your career, contact
Cathy Jones on 07711 201519 or email cj@forutne8fish.com
for more details.
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| GLR
stands up to accept Outstanding Contribution award |
|
The Greater London Region has been recognised once
more for its exemplary services for studying members. Beating
the 10 other UK CIM Regions to the post, GLR received the award
in a specially created category for Outstanding Contribution.
GLR accepts this award one year after receiving
a similar accolade for Best Studying Member Initiative 2005. “This
is good news and shows we are still moving in the right direction.
We are determined to continue our efforts to provide even more
helpful and practical support for studying members” says
June Sheedy, Chair of the Greater London Region.
Student members can currently take advantage of
a wide range of facilities to help them with revision and study.
Student Support Group offers a free GLR-sponsored helpline, free
email support (revision tips and personal study advice) free website
support (moderated message board, news, articles, study events)
and diagnostic quizzes.
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| And
the iPod goes to… |
|
Congratulations go to Alta Keyter, CIM member from
London who is the winner of the iPod Nano offered in last issue’s
Prize Draw. Thanks go to everyone who visited www.greaterlondon-cim.co.uk
and completed the online survey.
 We’re
contacting the 194 respondents who said they would like to get
involved with their local CIM GLR team and we look forward to
your input.
GLR News wondered what Alta will be listening to
on the shiny new iPod. Alta’s Top 3 tracks of all time are…..
- ‘Jeremy’ by Pearl Jam
- ‘Scarla’ by Free State Prophets
- ‘33’ by Smashing Pumpkins
Happy listening Alta!
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