That CIM Episode


Gemma Butler, Marketing Director at the Chartered Institute of Marketing, shares her view on how marketing and marketers have been changed by the pandemic, and how they can move forward successfully.

As a focal point for marketers of all stripes, the Chartered Institute of Marketing has a unique outlook on the opportunities and challenges facing the industry. In this episode, Gemma Butler explores:

How the “new normal” has given marketing a more powerful voice:

“One of the key headline results that came out [of the CMO Survey] was that 73%, of senior marketers in the UK said that marketing as a function has been hugely elevated during the pandemic. Everybody’s suddenly turned to the function that knows how to engage and how to communicate.”


The growing trend for marketers at all levels to take control of their skills and careers:

“We’ve seen a huge amount of marketers coming through CIM prioritizing themselves in terms of upskilling themselves learning things that they wouldn’t have the time to do before.”


The CIM view on how B2B and B2C companies differ in marketing terms:

“In my view, there is a longer relationship to be built up on a B2B basis, because it’s my business working with your business. What you can do for each other is probably a longer period of time, whereas B2C can be “I’m going to go in and buy your product once, and it’s transactional. And I’ll never speak to you again.”

About the Guest

Strategic, collaborative and ideas-driven leader who likes to challenge convention and try new things. Gemma firmly believes that marketing has a significant role to play in the biggest challenge we face today (it is after all part of the problem). Having recently co-authored ‘Sustainable Marketing – How to Drive Profits with Purpose’, Gemma and her co-author founded the ‘Sustainable Marketer Manifesto and created the podcast series, ‘Can Marketing Save the Planet?’ dedicated to educating and supporting marketers and organisations to drive profits with purpose via sustainable marketing.

A broad range of marketing and management experience and a down-to-earth, assertive and persuasive manner, Gemma has experience in corporate and not for profit organisations, and has developed strong stakeholder management, commercial and leadership skills through her work.

As the marketing director at CIM, Gemma enjoys representing, informing and supporting the marketing profession and all those who work in it and aspire to work in it.

More information on Can Marketing Save the Planet / The Sustainable Marketer Manifesto can be found here –

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting webinars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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