FROM SURVIVING TO THRIVING 5 Lessons from CMI’s Journey

Ann Francke – Chief Executive, CMI

Midlands Conference 2016

ANN FRANCKE

› 25+ Years in management:

P&G, Mars and FTSE 100

Executive Board positions with

Boots and Yell

› MD Global Standards at BSI

› Author of FT Guide to Good

Management, 2014

› CEO of the Chartered

Management Institute CMgr CCMI FIC

IN 3 YEARS… 2012 2015

Revenue 5 years of decline

Accelerating growth

Finances Low reserves and &

overdraft

Healthy surplus,

reserves & cash

Employee

engagement

Low (58)

Record (76)

Member community Declining

Growth to 130k

Brand image Mediocre

Credibility doubled

Metrics No customer metrics

NPS increased by

35 points

1. Membership as an Outcome -

not an Objective

2. Eat Your Own Dogfood

3. Social Enterprise not ‘Char-i-

dee’

4. Partnerships where Possible

5. KPIs about Impacts not Inputs

FROM

SURVIVING TO

THRIVING:

5 KEY LESSONS

MEMBERSHIP

AS OUTCOME

NOT OBJECTIVE

› Doubling Membership not a

Strategy or Objective

› Avoid ‘one member at a time’

conversion & off-mission

income streams

› Make Membership Meaningful

not Happy

› Volunteers are Enablers of

Strategy

› Build Communities to

Represent your Mission

EAT YOUR OWN DOGFOOD

Royal Charter- CMI exists to:

• Share Content on Good Management and

Leadership

• Promote Education in M&L

• Set & Charter High Standards M&L

Reflected in our Vision, Mission &

Values

• Better Led & Managed Organisations

• More & Better Qualified Managers

• Create a True Profession & Eliminate The

Accidental Manager

• Professional. Practical. Progressive.

Passionate.

Basis of our Growth Strategy

SOCIAL

ENTERPRISE NOT

CHAR-I-DEE

› Charitable Mission =

Commercial Mission

› Transparent Revenue, Profit

& Cost targets

› Customer Focus is OK!

› Staff Incentives on

Charitable & Commercial

› Modern Governance

Measure Customer Outcomes

Survey

Results 2013 2014 2015

would

recommend

(NPS)

+20 +35 +55

would give

testimonial 24% 55% 75%

our service 76% 93% 94%

resources

available 74% 83% 93%

0% 20% 40% 60%

PTP

FE

Totals

listening, learning and

continually improving

Service-led relationship %

growth

DON’T GO IT ALONE:

CHOOSE

PARTNERSHIPS

Strategy No 1: Partnerships

› Partner with Universities: 80 at Dean Level

› Partner with 40 Employers, Business Schools & BIS for CMgr Degree Apprenticeship

› Partner with other Professional Bodies (ACCA, IET, MCA)

› Scalable Global Models

Joint Thought Leadership Underpins

COMMUNICATION NO. 1

CHARTERED MANAGER DEGREE

APPRENTICESHIP

A new route for professional management.

BUSINESS SCHOOLS

AND EMPLOYERS

www.managers.org.uk/degreeapprenticeship

and counting…

MEASURE WHAT MATTERS

Impacts not Inputs

› NPS for All

› Member Community

› Social Media Engagement

› Brand Awareness & Impact

› Impact of Good & Bad

Management & Leadership

› Impact of Chartered Manager

NPS MEASURES

2013 2014 Apr 2015 Nov 2015

Students n/a +16 +48 +53

Members +15 +30 +46 +53

Chartered

Managers

n/a +64 +67 +73

EP Partners -39 -21 +3 +30

CMI MIDLANDS REGION

Apr-15 Jan-16 Change +/-

Membership 14,436 17,089 25%

LinkedIn 807 1,011 18%

CMgrs 588 649 10%

March 2012 March 2013 March 2014 March 2015 March 2016

Facebook

Fans 1,697 3,283 5023 6,138 6921

Twitter

Followers 5,690 8,458 10634 13,125 15183

Youtube

Views 45,399 63,882 81,302 99,620 116,811

LinkedIn

Members 6,977 12,216 15,265 16,392 16641

LinkedIn

Company

page followers

N/A 2572 4,614 9,189 13,264

SOCIAL MEDIA ENGAGEMENT

BRAND IMPACT MEASURES

› CMI prompted

awareness > doubled

› Credibility with

managers and leaders

> doubled

› Leading providers of

thought leadership and

content

GOOD MANAGEMENT GETS GROWTH & PRODUCTIVITY.

Investment in MLD

leads to:

Organisational People

23% Increase in performance

32% Increase in performance

CHARTERED MANAGER

1. Membership as an Outcome -

not an Objective

2. Eat Your Own Dogfood

3. Social Enterprise not ‘Char-i-

dee’

4. Partnerships where Possible

5. KPIs about Impacts not Inputs

FROM

SURVIVING TO

THRIVING:

5 KEY LESSONS

THANK YOU QUESTIONS?