And the ‘Oscar’ for Sales Professional of the Year Goes To…

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Nearly all of us know about the Oscars and, to a degree, cinema-goers like ourselves often pay attention to whether a film has been highly acclaimed by the Academy, particularly when we are deciding which film to go and see or deciding whether a chosen movie is worth seeing. Not everyone worthy of such peer group recognition receives such an accolade immediately, and in fact this can take an entire career in the film industry.

Even so the value of being recognized as a top director is great, invaluable and only measurable to a certain extent. If you have won an Oscar as a leading actor or director, then it will open more doors and opportunities that may not have existed previously. So a Sales Professional of the Year BESMA (British Excellence in Sales and Marketing Award), sponsored by Intellectual Capital Development Ltd (ICDL), will be similar to an Oscar, and it should have the same intrinsic value to the career of a rising salesperson with an invaluable proven sales track record of success and high standards.

Andrew Dugdale – the Chairman of ICDL says, “Sales and marketing people deserve to have an award that shows their value to their employers, to their industry and the UK’s economy. It is also motivating to receive an award like BESMA, which will have a high profile within the industry and, from a career viewpoint, could accelerate their careers by opening up opportunities that were not previously possible for themselves and more commercially speaking for their organizations. The key expression is that BESMA adds value through recognition.”

The Institute of Sales & Marketing Management (ISMM) has created BESMA as the highest recognition of outstanding sales and marketing achievement in the UK. BESMA benchmarks the value that sales and marketing professionals deliver against the National Standards Framework for Sales devised by the Marketing and Sales Standards Setting Body (MSSSB).

Sheila Watson-Challis, the Institute’s President says: “Now, for the first time, the value delivered by sales and marketing professionals can be benchmarked against a National Standards Framework and assessed by an independent team of judges (business school experts, practicing Sales Directors and leading trainers), hand-picked for their industry knowledge and expertise.

Winning a BESMA is a tough challenge. It demands that candidates fulfill the industry’s most demanding criteria, demonstrate an outstanding track record, and complete a rigorous practical examination. BESMA is also a vital step on the professional and personal development ladder, which will push the standards for future generations.”

The BESMA Awards Ceremony will be held on January 26, 2006 at the Royal Lancaster Hotel in London, which will include much of the glamour and glitter of the Oscars, including a champagne reception and supper. Around 450 of the UK’s top sales professionals are expected to attend the ceremony, and the awards will be judged by a panel of independent people led by the Chairman, Laurence Williams, Program Director from Ashridge, one of the world’s leading business schools.

The ISMM is now accepting BESMA entries. Further details can be found at the Institute of Sales & Marketing Management website, or by telephoning the Institute on 01582 840001. The closing date for entries is 31 October 2005.

You can also contact Andrew Dugdale about the Top Sales Professional Award by calling 0118 979 8433.

Editors’ Notes:

About The Institute of Sales & Marketing Management (ISMM)

Founded in 1966, the Institute of Sales and Marketing Management is the UK’s only professional membership body:

•    Responsible for establishing benchmarks of professionalism in sales

•    Dedicated to recognizing and rewarding standards of excellence in sales and marketing

•    Accredited by the Qualifications and Curriculum Authority (QCA) to award nationally recognized qualifications in selling and sales management.

For more information please visit: or telephone 01582 840001.


The Marketing and Sales Standards Setting Body is a Government approved body working with key stakeholders to develop a national framework for marketing and sales practitioners. For more information, please visit

About ICDL and Andrew Dugdale

ICDL stands for Intellectual Capital Development Limited. Our purpose is to provide Business Acceleration. The function of Business Acceleration is to provide your business with the practical tools and know-how that enable you to create Value for your customers. We don't just tell you what to do. We put in place visible deliverables that instill the principles of Business Acceleration deep within the organization, so that the underlying concepts become practical reality in every area, from the boardroom to the sales front line.

By providing proven, structured research processes and a robust sales and marketing toolset, ICDL enables you to create a deep understanding of the Value you can deliver to each individual, within each customer:

ICDL was established in 2000 to build tools, processes and events that drive forward sales productivity. Andrew Dugdale whose career spans 22 years in global sales established the company. He is Chairman of the Thames Valley Branch of the Chartered Institute of Marketing.

Dugdale is also the Evidential Marketing Spokesperson for the CIM’s technology interest group – CIMTech International.

For more information, please visit: or call 0118 979 8433.


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Andrew Dugdale