The ABM Marketing Special Interest Group is up and running!

We've having the first full gathering of the Marketing 'SIG', via ZOOM, on Friday, 12 January 2024. We'll be starting at 11am and running through until 12pm There's been a high level of interest in what we are aiming to cover, and the group is open to all full and associate ABM members.

If you're a Help to Grow member, you'll need to upgrade your membership​ to Associate or Full to be eligible to join.

Learn more about ABM Full / Associate Membership​

Purpose

After the initial open meeting, back in September, we had some great feedback, and from that we have been able to clarify the purpose of the SIG:

'To support the development of best practice mentoring for members whose clients are working directly or indirectly in the marketing domain.'

i.e. It's not about marketing best practice but about mentoring best practice – how, as marketing specialists, we provide mentoring to clients who have direct or indirect responsibility for marketing in their organisations.

The SIG is not intended primarily as a networking event, although we all hope we will make new contacts.

Our Approach

The approach we will be taking in each session will be highly participatory, based around:

• A short mentoring Case Study, which we will 'critique' in breakouts, and as a group
• An open "Clinic' where members can pose questions arising that we will then discuss as a group

THE SIG Meeting Agenda: 60-75 minutes

1. Introductions*
2. Case Study presentation
3. Breakouts to discuss PMI of the Case Study
4. Feedback from breakouts
5. Response from Case Study presenter + Q & A
6. Clinic on matters arising from sessions 2 - 5
7. Close

* To keep the agenda on track we will want to keep the introductions to a 30-second 'elevator' pitch.

Is the ABM Marketing SIG relevant for you?

The Marketing SIG will be relevant for you if you are a mentor working in the marketing domain with, for example, these types of clients with these needs:

Business Leaders

• Set the business context and culture for effective marketing within the business. Support resourcing and development of marketing capability.
• Want to understand how they can support effective marketing in the business.

Senior Managers

• Support and contribute to marketing strategy and operations. Contribute directly to marketing where their domains are directly impacted.
• Want to understand how marketing impacts their domains and how they can better support and contribute

Marketing Practitioners

• Responsible for developing and operationalising marketing in the business.
• Want practical and experienced support in developing the marketing function.
• Want to be able to recruit internal support and resource from other teams and senior management.
• Want to build confidence and capability in working with external suppliers.

Output from the SIG

Following each SIG will be publishing a short synopsis for all ABM members.