Elevating Marketing’s Role: Insights from the 2024 CIM & Henley Business School Event

On October 8th, 2024, we returned to the beautiful Greenlands campus of Henley Business School for the annual CIM and Henley Business School event for senior marketers and CMOs. Building on the success of last year's inaugural event, this year’s half-day program was even more engaging, insightful, and impactful. As the Chair of the CIM Southeast Regional Board and both a host and moderator, I had the pleasure of guiding this incredible afternoon. I’m immensely proud of my committee especially Lisa Nell for their hard work in pulling together such a dynamic event and thankful to Henley Business School for their continued support.

After registration and a light lunch, we kicked off the event with welcomes from myself and Adrian Palmer, Professor of Marketing at Henley Business School. The agenda was packed with topics that are incredibly relevant to today’s marketing landscape, and our lineup of expert speakers from across the industry delivered practical insights we could all take away and use.

Key Insights: The Power of Collaboration and Trust

One of the major themes that emerged from the day was the importance of collaboration versus working in silos. Too often, marketing teams work in isolation from other departments, missing out on valuable perspectives that could drive stronger results. Our discussions highlighted the value of building trust and working hand-in-hand with other business units. In particular, understanding and aligning with the finance function was a hot topic. Marketing is often viewed as the "colouring-in department," and the session on marketing's reputation within businesses reminded us just how critical it is to speak the language of our colleagues in finance, operations, and the boardroom and for them to understand our marketing language too.

This theme of cross-department collaboration was underscored during our session on the evolving role of the CMO. Today’s marketing leaders need to understand the entire business, not just in their own domain. Whether it’s balancing short-term performance with long-term brand building or effectively communicating marketing’s impact on the bottom line, CMOs must be able to work across the entire organization to drive success.

Our panelists, including Laura Cioffi, John Woods, and Peter Van Jaarsveld, shared real-world experiences on how they’ve achieved this in their roles. As we explored strategies for doing more with less, embracing AI and optimizing ROI in leaner teams, it became clear that collaboration and clear communication are key to demonstrating marketing’s value.

Building a Resilient Marketing Team for the Future

Another highlight of the event was the session on building the marketing team of the future. Moderated by Mark Scott, Director of Marketing and Communications at CIM, we heard from Rodrigo Pozo, Amir Malik, and Abigail Dixon about the pressures CMOs are facing to upskill their teams, especially with AI while navigating the fast-changing marketing landscape.

With 46% of marketers experiencing a new team structure over the past 12 months, it’s clear that building a resilient marketing team requires more than just hiring for technical skills. It’s about developing a clear strategy that balances both short-term needs and long-term goals, ensuring your team is equipped to not only keep up with trends such as AI but to drive them. The panel also explored how CIM’s new Global Professional Marketing Framework can support CMOs in developing their teams for sustained success and more on how AI should be embraced.

Data as a Marketer’s Superpower

Perhaps the most eye-opening session for many was on how to make data a marketer’s superpower. In today’s digital-first world, data is far more than just numbers on a spreadsheet – it’s the backbone of strategic decision-making. The panel, which included experts from Invesco Asset Management, dove into how marketers can harness data to not only drive performance campaigns but to also support long-term brand initiatives.

Our speakers, Rachel Magnay and Karina Korpela, shared actionable strategies for making data work for us rather than feeling overwhelmed by it. The key takeaway? When used correctly, data can help marketers paint a clear picture of their impact, backing up creative campaigns with hard evidence of ROI. This session was a fantastic reminder that while creativity is the heart of marketing, data is its lifeblood.

Non-Executive Roles: A Pathway to Marketing Success

One of the more unique and thought-provoking sessions of the afternoon was on how non-executive director (NED) roles can enhance a marketing career. Samantha Lee, Kate Hamilton, and Nicky Parker shared their experiences of how sitting on boards and acting as trustees has not only expanded their professional skills but also given them a broader business perspective that they bring back to their marketing roles.

This was an eye-opener for many in the audience, as we often focus on traditional career pathways without realizing the opportunities that exist beyond our day-to-day roles. Pursuing a NED or trustee role allows marketers to contribute to and learn from different industries, improving strategic thinking and resilience along the way.

Reflecting on the Day’s Learnings

As we wrapped up the day with a reflective session led by Henley Business School, I was struck by just how much we had covered in a few short hours. We’d explored the intersection of marketing and business, dug into the practical realities of navigating change and embracing new technologies such as AI, and learned how to utilize data more effectively. The insights were many, but the key takeaways were clear:

Collaboration is crucial. Marketing teams cannot thrive in silos. We must work closely with other departments, especially finance, to build trust and influence business outcomes.

• Reputation is everything. To truly elevate marketing within the business, we must demonstrate our value consistently and strategically including embracing technology such as AI.
• Clear strategies for both short and long-term success are essential. Without a focused approach, it’s easy to get caught up in trends without delivering meaningful results.
• Speak multiple languages. Whether it’s the language of the customer, the finance department, or our own marketing terminology, effective communication is a powerful tool.
• Data is our ally. Using data to support both brand-building and performance campaigns is key to driving business success.

As we gathered for networking drinks, I felt an overwhelming sense of pride in the team that made this event possible and in the valuable conversations that were sparked throughout the day. Let’s continue learning, embracing AI, and preparing for the exciting future of marketing.

I’m already looking forward to next year’s event and to continuing the conversation about how we, as marketers, can drive business performance and long-term success.

Thank you to everyone who attended and contributed to making the day so special and thanks to our hosts at Henley Business School. I hope to see you again next year!