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Posts Tagged ‘Chartered Institute of Marketing’

The King of SPIN – Neil Rackham returns to ‘shake things up’

Thursday, February 26th, 2015

Neil Rackham

Two decades on, his 1995 text, SPIN Selling, is still lauded as the most influential sales book of all time, and more than half the US Fortune 500 use models from that research to train their sales teams. Professor Neil Rackham’s studies have stood the test of time, but as he makes clear in this interview – it’s important to evolve. In his own words: “It’s a Darwinian world out there. Adapt or die.”

In March we welcome US-based Neil back to these shores as Visiting Professor to Sheffield University Management School. Ahead of his return, we spoke to him about the sales and marketing sector where he has such legacy, his current research and any advice he may have for our students.

On the state of the sector, Neil identifies a number of key shifts in sales and marketing, albeit in the USA: “The integration of sales and marketing or, at least, a major shift in how they work together is finally underway. It’s curious that the only two functions in the organisation with an identical mission – the generation of profitable revenue – should so rarely work well together. A few years ago, Professor Philip Kotler and I wrote an article in Harvard Business Review called ‘Ending the war between sales and marketing’. It created a lot of interest; less because of the article itself, more because many senior executives thought that they had big problems in this area.

“The internet has forced new thinking and has taken over the selling of simple products. In many companies, marketing now does the selling, using the website, social media and telesales. Sales, meanwhile, has focused on high level, complex business-to-business selling. This change has altered the way companies think the roles of sales and marketing.”

As a University of Sheffield alumnus, Neil remembers the city fondly and has some advice for students considering a career in the sales and marketing arena: “As little as five years ago, if a student asked me if they should make a career in sales or marketing, I would tell them, ‘It’s a great place to start, but don’t stay there too long unless your sole objective is to make money: you’ll die of boredom’. Not so today. A background in both marketing and sales is an invaluable springboard to senior management success. Selling, in particular, has become complex, strategic and professional – it’s about creativity; nothing to do with the old stereotypes of persuasion and pushiness. It’s about creating new value.

“However, the days are long gone when you could succeed in either sales or marketing by seat-of-the-pants methods. Just like a doctor, lawyer, architect or any other profession, there’s a need for certification, standards and continuing professional development. The field is moving incredibly fast: the knowledge you had three years ago is already nearing the end of its shelf life. Bodies like the Chartered Institute of Marketing (CIM) have an increasingly important role in keeping us up-to-date and providing an assurance to potential employers that we are competent professionals.

As well as speaking at the Management School on 12 March, Neil is looking forward to developing his research network and working with students: “What I hope to do at Sheffield University Management School is to inspire some smart and talented students to enter this exciting and fast-moving area. I always learn from working with students – much more than I learn from working in boardrooms. I get out of it a whole lot of ideas. I’m fed up with explaining social media to geriatric senior managers. I love it when a student tells me things I didn’t know about, say, trending bloggers.”

As this article noted earlier, Neil’s popular texts are still influencing sales teams worldwide and his research career hasn’t slowed down – though it has a slightly different focus: “I’ve lost interest in the large corporations like IBM, Oracle or Citicorp who funded my early research. Most of the new wealth today isn’t being generated by these dinosaurs. It’s coming from small nimble companies that are creative and fun to work with. That’s where I like to be.

“The methods I pioneered in the 1980s, by all rights, should be long extinct in 2015. But they are not. There’s a wide perception in business that the methods still work. Of course they have to adapt to new times and I can see a lot of possible changes I’d like to explore, but the fundamentals are still alive and well.

“My present research concerns ‘pipelines’. In sales, a pipeline is the amount of business a company has where the sale has been started but may not result in a final contract for a year or more. I’m interested in things like how do you speed the rate of flow in this pipe and how do you increase its yield. I’m also working on sales and marketing integration and I find myself fascinated with how really big sales are made; where there may be a team of 50 people working on one billion dollar sale. That’s exciting stuff. It really gets your adrenaline going to know that tomorrow you’re going to hear if you’ve won or lost one of these giant contacts.”

Neil’s research is still hugely popular, but it’s how this has influenced his practice that also interests us. As founder of Huthwaite International, a global research and consulting firm based close to Sheffield, he has always been concerned with the role of sales and marketing practitioners in an organisational context. We asked Neil to elaborate on how important it is that this sector is represented on a company board: “The big contribution that sales and marketing make to corporate boards is to bring the voice of the customer. That’s often sorely missing – even today – in traditional companies. I confidently predict that both sales and marketing will have an increasing presence, and an increasing impact, at board level in the future.”

In many sectors, this is a controversial proposition indeed. Then again, Neil’s never been afraid to cause a stir: “In my student days at Sheffield, when I was Secretary of the Union [my membership is still up to date] I was a loud and enthusiastic troublemaker. Today I’m less loud and a little more subtle about it but, once a troublemaker, always a troublemaker. I hope to shake a few things up – in a professional and professorial way, of course.”

We’re confident that the world of sales and marketing will be eternally grateful for Neil’s troublemaking ways. We look forward to welcoming them back to Sheffield University Management School in March.

Book your place for Neil’s talk on 12 March on our Management Gateway – click here.

Management School celebrates at the 2013 Winter Graduation Ceremony

Thursday, January 24th, 2013

A reception was held on 10th January for Management School staff, students and alumni in celebration of all those who successfully graduated at the 2013 Winter Graduation. The following prizes and special awards were also presented:

P&A Prize for Organisational Leadership  
The P&A prize was announced by Linda Lewis, Associate Dean for Learning and Teaching, and presented by Kate Robbins, Forum’s Manager. The recipients for best overall performance in Experiencing Enterprise, New Venture Planning and the final project on the MBA course were:

  • Peter Clayton
  • Zahra Alomani
  • Lyubomir Mishkov
  • Joel Logue
  • Xun Zhao

Chartered Institute of Marketing Prize for Marketing
The CIM prize was announced by Linda Lewis, Associate Dean for Learning and Teaching and presented by Professor John Cullen, Associate Dean for Knowledge Exchange. The prize for  the best MBA Project in the area of Marketing went to:

  • Peter Clayton

The CIM prizes awarded for performance on the MSc programmes  were again announced by Linda Lewis and presented by Daragh O’Reilly, programme director of MSc in Marketing.  The best overall performance across Marketing modules for the MSc in International Management and Marketing programme was awarded to:

  • Charalambos Charalambous

The best overall performance across Marketing modules on the MSc in Marketing Management Practice programme was awarded to:

  • Rodrigo Afonso

Geoff Sykes Memorial Prize
The Geoff Sykes Memorial prize for best overall performance on the MBA programme, announced by Linda Lewis and presented by John Cullen, went to:

  • Peter Clayton

Congratulations to all our prize winners and to all our Management School graduates.

See pictures below:

P&A Prize for Organisational Leadership 2011/2012 awarded to Peter Clayton
P&A Prize for Organisational Leadership 2011/2012 awarded to Zahra Alomani
P&A Prize for Organisational Leadership 2011/2012 awarded to Lyubomir Mishkov
P&A Prize for Organisational Leadership 2011/2012 awarded to Joel Logue
P&A Prize for Organisational Leadership 2011/2012 awarded to Xun Zhao
Geoff Sykes Memorial Prize awarded to Peter Clayton
Chartered Insitute of Marketing Prize awarded to Charalambos Charalambous
Chartered Insitute of Marketing Prize awarded to Rodrigo Afonso

Partnership is a positive step for marketing students

Monday, March 26th, 2012

The University of Sheffield has joined forces with The Chartered Institute of Marketing to add real value to its marketing masters courses, putting their students positively ahead on the career ladder.

 

The partnership, which was formed in September 2011 at the start of their programme, saw 70 students on the MSc in Marketing Management Practice and MSc in International Management & Marketing enrolled into CIM membership as part of their induction.  This gives them access to all the CIM member benefits across the institute’s vast knowledge base and network, including being able to attend CIM events for free and start to engage with the local marketing community.  The initiative, masterminded by Professor Bradley Barnes, Head of the Strategy & Marketing Division at Sheffield University Management School, and Diane Earles, Regional Director of The Chartered Institute of Marketing, is the first of its kind in Yorkshire.

“At a time when competition is so strong for graduate jobs, we are glad that we can help these students develop their marketing network and skills,” said Diane, “They are going to need all the support they can get and as the professional body for marketing we are happy to work with The University of Sheffield to get them started as early as possible on the right path.”

 

Professor Barnes added “It is excellent that the Management School of Sheffield University and the CIM have combined their resources to pioneer this opportunity for Sheffield students to progressively work towards full membership and Chartered status on the back of our Masters’ Marketing Degree Programmes. We are the first Management or Business School globally to engage with the CIM in this type of initiative and develop this unique offering for our students.”

 

All students that complete the course will automatically be awarded associate membership of the institute and be able to have ACIM after their names, which is the first step on the path to becoming a coveted Chartered Marketer.

Additional support given by CIM includes ‘Careers in Marketing’ and ‘Getting the most out of your Professional Body’ talks, being able to attend events held by CIM South Yorkshire on topics ranging from Online Marketing Practices to local marketing success stories and the chance to win a CIM top student award.  Dr Caroline Oates, Programme Director, MSc MMP commented  “Our unique relationship with the CIM offers our students an insight into the issues with which marketers are dealing every day, and we can see students successfully incorporating this knowledge into their coursework and exam essays.”

 

Those students that are making the most of this partnership are:

 

Laura Davies MSc MMP
Being a member of the CIM is a great opportunity to get into the world of marketing whether you are a student or a professional. The resources available through the CIM are extremely useful and the events provide a relaxed atmosphere whereby you feel able to ask questions or make comments during or afterwards. Becoming a member of the CIM when you begin the course, is definitely a highlight of choosing Sheffield University for my studies”.

Zahra Shah MSc MMP
“CIM events provide a great opportunity for networking in a relaxed friendly atmosphere and the lectures provide useful insights into contemporary marketing issues.”

Rodrigo Afonso MSc MMP
“The talks are really useful in understanding how the theory learnt at University can be applied to business.”

Mark Pereira MSc MMP
“I have found the resources made available to me through membership of the Chartered Institute of Marketing to be invaluable to my education as a postgraduate, and am proud to be registered on the CPD programme.”
Plans are already in place to continue this successful arrangement for the next intake of students on the same masters courses later this year.

Pictures from the recent CIM event that university of sheffield students attended and Diane Earles – Regional Director at CIM, Nicki Newman – Lecturer at University of Sheffield, Dawn Southgate – Head of Information at CIM and Dr Caroline Oates – Programme Director at University of Sheffield, courtesy of Resonant Aesthetics.

 

– ENDS –

 

 

About The Chartered Institute of Marketing

The Chartered Institute of Marketing is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911 it has for almost a century defined the marketing standards that operate in the UK and is the global champion of best marketing practice. The Institute exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners, enabling them to deliver exceptional results for their organisations. It does this by providing membership, qualifications and training to marketing professionals and businesses around the world. Visit www.cim.co.uk for more information.

 

About our Centenary

With the completion of a century in winning professional recognition and status for the marketing professional The Chartered Institute of Marketing will continue throughout its next century as the marketer’s lifelong career partner, and the champion of marketing excellence in all aspects of business and commerce. Events and celebrations planned during the centenary year will provide marketers with an opportunity to show off the positive power of marketing and demonstrate the beneficial contribution that marketing provides to both an organisation’s bottom line and long-term future.

 

 

For media enquiries, please contact: Diane Earles 07813 669305 dianeearles@cim.co.uk