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4Building marketing and salescapability in your organisationAny one of the 120 training courses in this directory can be delivereddirectly to teams in-house or we can tailor the courses to meet thespecific needs of your organisation and industry. However, many organisations are looking for a partnership approach withThe Chartered Institute of Marketing-using our extensive experience inmarketing and sales to help them develop more complex capabilitydevelopment solutions. This can include everything from scoping a project,identifying objectives and skills gaps, to designing the programme throughto the delivery and evaluation stages. Our learning and development solutions are: Defined by their outcome,not by their method: we improve the performance ofyour people using the most appropriate means of delivery and engagement.Flexible,based on a clear and detailed understanding of your needs as anorganisation and tailored to fit.Based on diagnosis:we have a range of diagnostic tools to assess skills gaps andrecommend solutions for how these should be addressed.Focused on people:we focus on doing whatever is necessary through ourdevelopment programmes to bring the best out of your people, and to help themstep up their performance levels and keep them raised.Strategic: our in-company programmes are based on gaining a soundunderstanding of the strategic objectives and principles underpinning yourorganisation's need to build or improve skills.Relationship-based: we work with you to get in tune with your organisation's cultureto ensure your people engage with initiatives quickly and effectively.We understand marketing and sales like no other organisation Our Learning and Development unit is firmly embedded in the part of our businessthat undertakes and publishes leading-edge practitioner-based research. Not theacademic papers you may be used to seeing from other sources, but highly practicalresearch and benchmarking studies with major global organisations. From these weare able to explore emergent best-practice across marketing and sales, and translatethis best-practice into workable solutions for any business.We have a tried and tested approachScopeneedsassessmentskills gapanalysisprogrammearchitecturedevelopmentclassroome-learningcoachingmentoringimpact on peopleimpact onbusinessCreateDeliverEvaluate

5Working in partnership with youIt costs nothing to open a dialogue with us. One of our account directors will discusswith you in outline what your requirements are. After this, we can begin to work closelywith you to explore your business objectives and look at individual and teamdevelopment needs. We have a range of diagnostic tools that will assess not onlyskills levels but also performance levels and risk levels.We should then be in a position to identify your specific needs and develop a proposalalong with our suggested approaches to tackling the issues. Once the proposal isaccepted we would begin working with you to develop and then deliver the solution.Sounds easy. but of course there's a lot of work going on behind the scenes to developan approach that's perfect for your organisation - 'tailored' in the true meaning of the word. Some example projectsThere's no such thing as a 'typical' project, as every clients' requirements are unique, however, here's a sample of the type of programmes we can deliver:Fully tailored suite of courses for a major retailerWe worked with this retailer to develop a set of qualifications for their internalmarketing staff to work through, starting at foundation level progressing throughadvanced. Covering the specific 'hot' topics that were required by the business(branding, insights etc.), the objective was to improve skills across the board - makingtheir staff even better at what they do.Customised marketing qualification programme for a European finance companyWorking in partnership with a large finance company, we developed a customisedmarketing qualification for their staff. The programme included an intensive face-to-face course that covered key marketing concepts and skills and includedbuilding a real-life strategy for the company - which would be implemented followingthe programme.E-learning programme for an international pharmaceutical companyWhen your marketers are spread around the world, a virtual learning solution can bean ideal learning option, saving on the cost of travel and time. We were able to createa customised offering that broke down one of our advanced copywriting programmesinto a series of two hour web sessions, run over a series of weeks. In between eachsession, delegates were set tasks to put into practice the new skills they had learnt.New suite of diagnostic toolsNEW for 2011/12-Make sure you develop the skills that are really needed. Ourdiagnostic tools are designed to define skills gaps in a structured way. Easy to access and use, these online tools cover general marketing skills, digital marketing,leadership and sales. Contact us to find out more."We would recommend The Chartered Institute ofMarketing to any organisationseeking to develop its marketingteam. Their Course Directorswere experienced and smart and able to relate teaching to the immediate experience of thegroup. The programme broughteveryone up to the same leveland provided a common toolsetand terminology. Training wasgeared to real life product plans,allowing individuals to applytechniques immediately in a business situation."Adam KennedyProduct DirectorVocaLink Limited