Objectives and Key Deliverables
To understand the opportunities for value creation with
employers – what’s needed from professional marketers, how professional
education and qualifications can make a difference to organisations, and the
competitive context in which we operate.
Ultimately, this project will provide clarity on the needs,
motivations and expectations of the primary beneficiary of professional
marketers and professional marketing (arguably our core customer) and will
identify opportunities to establish stronger propositions and position our
product portfolio for growth.
• What do employers/businesses need, want or expect from professional, responsible and competent marketers? What’s critical in the role of marketers (and marketing) within the organisation?• What do employers need, desire or expect from a professional body when it comes to building marketing capability?• Where are the current pain points for employers across the development/talent lifecycle?o Recruitmento Onboardingo Delivery in first role o Progression o Transition to management o Transition to leadershipo Exit – within or outside the organisation• What are the critical skills and competencies required of marketers at key career/role points?• What options do employers have access to in building or nurturing skills and capability? How are they rated – what are the pros and cons of each? How are these currently perceived and how are they used? Current SituationToday, our client's understanding of employers is patchy at best – we
have pockets of strong engagement with large enterprise organisations, largely
through our learning and development clients or thought leadership activities.
Beyond that, we lack true understanding of ‘employer’: • The
influence of company context on marketers as individuals. • Their
role in influencing, permitting or supporting marketers’ engagement with our client.• The
needs, attitudes and expectations of B2B buyers and potential for propositions
analysis of employer needs and opportunities, presented in multiple formats for
multiple audiences (presentations, factpacks, quick-guides etc). • Input
to the redevelopment of our client's Professional Standards competency framework, and
our qualifications portfolio.
recommendations for new proposition opportunities or areas for further
one: develop hypotheses (qual). Initially, we will begin this
study by developing hypotheses on the key themes we’re expecting to see
emerging from employers, to inform research design and accelerate the process.
This will largely be conducted internally, although should we appoint a third
party to support subsequent phases, we would welcome their participation at
this formative stage, to improve their understanding of our business and market
two: shape and validate hypotheses (qual). Secondly, we are looking to test,
shape and validate our client's hypotheses through a qualitative phase to this research.
Either conducted online, through interviews or focus groups, we intend to use
this phase to further develop our understanding of employers before embarking
on the main quantitative phase of the study. We are looking for support in the
design and execution of this phase. •
three: employer survey (quant). Thirdly, and the main phase of
this study, our clients plan's to conduct a significant quantitative survey amongst
employers of various size, sector and maturity. This data collection exercise
will allow us to build a credible, statistically significant pool of data with
which to inform management decisions relating to proposition development,
product development and the redevelopment of our Professional Standards
competency framework. We are looking for support in the design and execution of
• Phase four: analysis, development of
conclusions and recommendations. Finally, we are looking for support with
the analysis of our client's survey data, the review of our client's hypotheses in light of the
evidence collected, and the development of conclusions and recommendations for