WORSHIPFUL COMPANY OF MARKETORS
Marketing is the central discipline that enables an organisation to increase its profitable revenue through increasing sales and achieving a sustainable competitive advantage. Marketing brings the voice of the customer, whether corporate or consumer, to the Board and to decisions on business strategy. It helps organisations enter new markets, geographies and deliver a product or service that fulfils a customer’s needs, in such a way that more people choose that product or service more often, thus (in the language of finance) “growing the top line”. Good marketing builds strong stakeholder relationships, which in turn represents a reservoir of goodwill and future cash flow. Boards value these tangible and intangible assets which form a defence against corporate risks.
Value in marketing can also be defined by qualitative measures. Qualitative value is the perceived gain composed of an individual's emotional, mental, and physical condition plus various social, economic, cultural, and environmental factors.
Marketing provides a creative energy exchange between clients and supplier organisations. Since value changes based on time, and place in relation to changing environmental factors, marketing adapts to customers’ changing perceptions and beliefs in order to have optimal value creation. Marketing enables professional services and other businesses extend or enter their offerings into new geographies, sell more of their portfolio of services and innovate new offerings for different markets.
Although often associated with communications, marketing is a multi-disciplinary, strategic process including: market research and analysis; new product/service development; packaging, pricing and distribution; brand and reputation management; customer relationship management; communications in traditional and new media; and performance measurement.
Creating wealth, giving time and supporting people
Marketing enables a mainstream business model that creates and delivers long-term value wealth creation and solutions both in economic and stakeholder terms. Marketing led companies look outside the traditional channels and business models, enabling them to benefit from innovation and creativity.
Selling is an integral part of marketing. Salespeople always enjoy selling a great product or service. Through identifying and understanding the requirements of target customers, firms can create sales solutions that are: based on customers’ needs, created for specific markets, differentiated from its competitors and deliver superior growth and profitability. This increased profitability enables firms to reinvest a higher amount of profit, than those who are non-marketing-led, benefiting all stakeholders.
The Marketors Thought Leadership Group (TLG) provides research leadership and promotes discussion and debate between the Company, its members, other Livery Companies, business leaders (especially board members and those operating in the City) and the wider marketing profession. The TLG gives fresh insight into significant issues, especially those likely to have an impact at Board level, whether commercial or not.
The Group is also responsible for the production of reports into matters of topical concern. As a secondary agenda the TLG takes opportunities to promulgate the basics of good practice to external audiences which lack such knowledge, often working with other Livery Company committees.
Areas of Expertise
- Marketing professionals help organisations with their need to research stakeholders’ views; to position themselves clearly in the minds of their audiences; and to design and deliver communications.
- Marketing professionals also deliver research, thought leadership, strategic planning, communications, design, branding and measurement skills to a variety of projects.
- The Marketors Thought Leadership Group see above develops marketing insight and produces benchmark studies.
- London attracts talented people who combine the left-brain and right-brain skills which businesses need if they are to succeed long-term. Insightful analysis and spectacular creativity abound in London.
- Innovation, often led by marketing, is essential to the future of Britain's world-class standing. The pace of innovation in our key markets and services must be accelerated.
- The CIM has international branches in Australia, Ghana, Hong Kong, Kenya, Malaysia, New Zealand, Poland, Singapore and Sri Lanka. The Company has organised overseas visits in which, in recent years, advice has been given to the Maltese government, the Pittsburgh (USA) Regional Alliance and contacts in India.
Contact Michael Harrison at email@example.com