Developing world-class professional practice for marketing and sales Dr Chahid Fourali Head of the UK’s Marketing and Sales Standards Setting Body (MSSSB) GSSI – Clermont- Ferrand - June 2009

 Introduce MSSSB and its work  Focus on the standards setting work and present the case for it  Introduce the procedure for developing the best practice standards  Introduce the outcomes of the project  Invite audience to be involved in the work Plan of Presentation World-class Standards for Marketing and Sales

Need for a Sector Body  MSSSB represents the interests of a sector (marketers and sales)  Recognised  Funded by Government (independence)  Work with all stakeholders World-class Standards for Marketing and Sales

Focus of Sector Body  Consistency of standards  Focus on the need of industries (vocational)  Represent all stakeholders  Long term strategy (current & future national needs)

Four Key Responsibilities  Sector research and information (e.g. mapping exercise, international comparison)  National Occupational Standards  Qualifications strategy  Learning frameworks (apprenticeship, training material to support NOS assessment) World-class Standards for Marketing and Sales

Performance Management Assurance of product and service delivery Recruitment and selection Job design and evaluation Identifying learning needs Delivering and evaluating learning programmes Public recognition certification of competence Regulating professional and occupational qualifications and institutions Why Standards? Bob Mansfield & Lindsay Mitchell Towards a Competent Workforce Gower 1997 World-class Standards for Marketing and Sales

Developing the Standards – The Steps Profiling and occupational mapping of the professions (completed Feb 2004) In-depth interviews, and working groups - involving over 150 organisations Questionnaires and commentary upon developing materials - involving some 350 organisations Standards field tested, agreed and accredited (January 2006) Page 7 MSSSB World-class Standards for Marketing and Sales

Understanding Occupational Performance Performance KnowledgeSkillsAttitudes World-class Standards for Marketing and Sales

Recommended Structure of the Standards Title:Identifies the activity addressed Outcomes:Sets out what you must be able to do Behaviours:Sets out how you should behave Knowledge:Identifies what you must know - general - industry/sector specific - context specific

The European dimension? Page 2 MSSSB  Competences are defined here as a combination of knowledge, skills and attitudes appropriate to the context.  Quality assurance should include context, input, process and output dimensions, while giving emphasis to outputs and learning outcomes (from: RECOMMENDATION OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL of 18 December 2006 on key competences for lifelong learning (2006/962/EC) World-class Standards for Marketing and Sales

Marketing Standards The Standards define best practice across these principal functions and the associated activities in achieving the key purpose Marketing Key Purpose Advance the aims of organisations (whether private, public or voluntary) by providing direction, gaining commitment and achieving sustainable results and value through identifying, anticipating and satisfying stakeholder requirements.

Sales Standards Sales Key Purpose To create, build and sustain mutually beneficial and profitable relationships through personal and organisational contact.

Structure of NOS Page 2 MSSSB World-class Standards for Marketing and Sales  Refer to CD (e.g. unit 2.2)

Standards – the building blocks Competency framework Standards Recognition and reward structure Career planning and progression Focused training and development Individual performance and appraisal Role descriptions /requirements Key outcomes Essential behaviours Underpinning knowledge

Current users Users include small and large businesses, awarding bodies, professional bodies, universities and colleges in the UK and abroad including: -Xerox (sales) -National Sales Awards / National Marketing Awards -American Express (marketing and sales) -Samsung (marketing) -IBM (marketing) -PWC (marketing) -City and Guilds (to train their staff) -Government Department (Welsh Assembly) World-class Standards for Marketing and Sales

Other relevant work  Developed Standards for ‘Non-specialist’ Marketing/Sales Personnel  Social Marketing Standards are being developed  New areas identified in current revision work World-class Standards for Marketing and Sales

For further information, contact Chahid Fourali Page 27 World-class Standards for Marketing and Sales Revision work

Thank you for listening! World-class Standards for Marketing and Sales