CIMCIG 2010 Strategy Conference report

The annual Chartered Institute of Marketing Construction Industry Group (CIMCIG) Strategy Conference at the start of December turned out to be an occasion of more than just seasonal cheer as a variety of experts looked forwards to 2010.

For those who missed the event, and are members of CIMCIG, most of the day's presentations can be downloaded from the CIMCIG Knowledge Hub.

Raymond Wilson, director of The Holistic Group, started the day by highlighting why effective strategies are crucial at times like this. Reminding us of the importance of leadership and internal markets to their successful buy-in and implementation, he went on to offer a warning to companies occupying middle markets: competition will only get tougher. Now was the time to set out strategies to deal with it.

Joshua Miller, an economist at RICS (the Royal Institute of Chartered Surveyors), provided a snapshot forecast of the economic climate in 2010. Surprisingly, it wasn't all gloom and doom. He didn't quite predict a recession-free year but did suggest that there would be improvement across most sectors, tempered by an expectation of continued fiscal belt-tightening that would likely dampen the pace of recovery.

Ian Lovatt, executive chairman of Blue Sheep, encouraged all to take a long hard look at our customer base. Using his own adaptation of the Boston Matrix he gave a harsh but fair insight into how customers should fit within strategies. We all have customers that we like spending time with and customers we'd rather avoid! When it boils down to it however, the former are not always the most profitable. Ian ran through the process of deciding which should be given VIP treatment and which should be given the push.

The morning was rounded off with another in-depth look at strategic planning with Chris Mabbott, senior manager for commercial improvement at Tarmac, and Magnus Halvang, marketing director of Cemex.

Having discussed the foundations of good strategy, the afternoon sessions focussed on implementation. Did we have the right systems, staff, and tools in place? And did we know how to use them to best effect?

Stuart Brown, managing director of KMS, presented a convincing case in favour of good CRM systems being at the heart of every marketing plan. For anyone who has tried and failed to convince their board to invest in a decent system, or their team to work with one, this was a must-hear session. Stuart had an answer to every objection.

Andy Cassie, managing director of CIB Communications, delivered an entertaining presentation on how changes in the market will affect the way we communicate in future. He predicted that 2010 would be a watershed, with significant changes to client needs and perceptions, leading to more innovative – and aggressive – approaches to marketing communications.

Shirlaws' Gordon Borer explained why internal markets are important and how they should be nurtured and motivated. Jason Woodford of Sitevisibility then provided useful tips on cost-effectively improving website visibility, before the Chartered Institute of Marketing's director of research and professional development David Thorp rounded off a busy day by reminding all of the value of strategic marketing management in the current climate. His arguments were supported by the results of a recent CIM study entitled The Future For Marketing Capability – Global Benchmarking Study, a copy of which is available from the CIM website.

Author Deborah Rowe is a member of the organising committee of the Chartered Institute of Marketing Construction Industry Group (CIMCIG) and principal consultant at Sheba Marketing.

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