1. SME Ambassadors
Yorkshire Team Objectives

2. SME Ambassadors
Yorkshire Team Objectives
Why are SMEs important to
the UK economy?
• represent 97.8% of all UK businesses
• provide 58.2% of jobs
• create 52.4% of GNP

3. SME Ambassadors
Yorkshire Team Objectives
Why have SME Ambassadors?
• Owners, directors and managers of SMEs often have
limited marketing expertise in-house
• Owners, directors and managers of SMEs have limited
resource and time - Need accessible marketing!
• SMEs view marketing as for the large organisation with
a dedicated team
• Many SMEs are not aware of the CIM
• The choice of business support for SMEs is often
complex and therefore not always used

4. SME Ambassadors
Yorkshire Team Objectives
Categories of SME
• ‘Micro’ businesses:
– Less than 10 employees (including Start-ups)
– Less than £1M annual T/O
– Often less than three years in business
• ‘Small’ businesses:
– Between 10–50 employees
– Greater than £1M annual T/O
– Usually established more than three years
• ‘Medium’ or ‘established’ businesses:
– Between 50–250 employees
– Greater than £10M annual T/O
– Established more than five years

5. SME Ambassadors
Yorkshire Team Objectives
Primary audience
• Is the ‘Small business’
– As we believe this sector has the greatest potential for growth,
but usually lacks sufficient in-house professional marketing
expertise
• Secondary audience:
– Is the ‘medium’ or ‘established’ business
• As they usually have some in-house marketing expertise
• Tertiary audience:
– Is the ‘micro’ business
• As they have access to free or heavily subsidised support, and usually
have insufficient resource (financial and/or human) to conduct a
professional marketing strategy

6. SME Ambassadors
Yorkshire Team Objectives
CIM Vision
“To be recognised by the Yorkshire SME
sector, as the most authoritative
source of marketing knowledge, and
best marketing practice”

7. SME Ambassadors
Yorkshire Team Objectives
CIM Objectives
• Raise the level of marketing knowledge, skills and
expertise in the SME ‘sector’
• Deliver marketing training, and support activity,
appropriate, affordable and accessible to SMEs
• Develop tools and learning processes relevant to the
smaller business
• Increase SMEs awareness of CIM

8. SME Ambassadors
Yorkshire Team Objectives
Role of SME Ambassador
• Promote SME workshops across region
• Attend business fairs supported by CIM promoting:
– SME workshops
– CIM Training & Development
– CIM Membership benefits
• Build links with Business ‘support’ organisations
– Promote SME workshops
• Build links with Business membership organisations
– Promote SME workshops

9. SME Ambassadors
Yorkshire Team Objectives
Core Message of CIM
• Present CIM as the most authoritative source of
marketing knowledge, and best marketing practice
• Help SMEs to recognise marketing is achievable for
the small business sector
• Marketing support available
– SME workshops
– CIM chartered diagnostic for their business
– CIM training & qualifications for staff
– CIM chartered consultants

10. SME Ambassadors
Yorkshire Team Objectives
SME Ambassador for Yorkshire and
North East
Derek Carpenter
FCIM Chartered Marketer
Email: d.carpenter846@btinternet.com
Mobile: 07796 050539
“Using our skills to support business”