Message from our President and CEO: Credentials speak volumes

Message from our President and CEO: Credentials speak volumes

July 13, 2020

The CMA is a professional association. We exist to elevate the profession of marketing. To make marketing matter, so to speak. This involves having points of view on important matters. And providing thought leadership and networking events. 

At its core though, it’s about two things: our stewardship of the Canadian Marketing Code of Ethics and Standards (which has evolved over 20 years), and certifying marketers who are well-rounded, have a high level of expertise and demonstrate excellence in professional conduct, to instill confidence in employers, consumers and governments.

After just two years, there are well over 200 Chartered Marketers in Canada. These are seasoned, senior marketers who are at, or approaching, the top of their game. They earned the designation through our advanced standing program, which assessed their experience and expertise against a rigorous set of criteria, and required them to complete an ethics course. Most members of our Board and Thought Leadership Councils have obtained their Chartered Marketer designation.

This year, the first cohort of marketers will earn their designation after completing the full curriculum. Feedback from our learners has been extremely positive. They have raved about the quality of the content, and also the leading-edge Brightspace learning platform powered by our partner, D2L. Through this online platform, the CM program builds skills that drive marketing leadership and real business outcomes.

Within a few years, we anticipate that hundreds of marketers in Canada will have earned their Chartered Marketer credentials.
Those credentials speak volumes. They say that the holders have a modern and tested knowledge of the various functions within marketing. That they understand the connection between marketing and business success. That they are committed to being leaders, and to ongoing professional development. That they abide by the Canadian Marketing Code of Ethics and Standards.

Why does this matter? Well, for individuals, it’s worth noting that 95% of business leaders view applicants with a professional designation as more desirable than those without, according to research by Key Media. And 86% of business leaders would recommend hiring a candidate with a professional designation.

For the marketing community as a whole, the designation sets a standard of excellence that elevates the profession and places Canada in a leadership position globally.

We have just launched our Executive Advanced Standing program so that employees of CMA member organizations can apply to earn the designation by demonstrating their marketing expertise and leadership. If you want to boost your credibility and help to elevate the marketing profession, you can apply here.

Stay safe,
John

P.S. Join me on July 21 for my next Marketing Connected LIVE session, when I speak to Brent Chaters about five human truths that have deep implications across the business.

Missed an episode of Marketing Connected LIVE? Click here and scroll down to Session Recordings to hear previous speakers and topics.