How to ask your employer to fund your CIM qualification (without breaking into a sweat).

Written by Lee MacDonald
on 04 Jul 2025

We get it. Talking money with your manager can feel a little bit awkward…but here’s the truth: investing in a CIM qualification isn’t just a win for you – it’s a smart move for your employer too.

Whether you’re eyeing up your first professional marketing course or looking to level up your marketing skills with a more strategic programme, getting your employer on board is absolutely possible – and we’re here to help you do it with confidence (and minimal waffling).

Below, we’ve rounded up our top tips to help you start the conversation, make your case, and walk away with a “yes”. Plus, we’ve created a downloadable prompt sheet so you’re never caught off guard mid-chat.

In this article:

Why it's worth asking.

Before we get into the how, let’s talk about the why.

CIM qualifications aren’t just a personal win. They’re packed with commercial benefits too. From improving strategic thinking to reducing the need for external consultants, the right course can offer a very real return on investment.

For you? It means better career prospects, more confidence in your capabilities, and up-to-date knowledge that keeps you relevant in a fast-changing industry.

For your employer? It means smarter strategies, stronger campaigns and measurable business growth.

That’s not just good marketing – it’s good business.

Top tips for talking training: how to pitch your CIM qualification.

1. Pick your moment

Timing matters. Don’t tack it onto the end of a weekly catch-up or mention it while your manager’s rushing off to a meeting.

Instead:

Schedule a proper one-to-one or development review.
Let them know you’d like to talk about a professional development opportunity.
Frame it as a conversation – not a confrontation.

Example opener:
“I’ve been looking into ways I can grow my skills and contribute even more to the team. Could we set aside 15 minutes to chat through an idea I’ve got?”

2. Do your homework

Walking into the conversation with vague intentions won’t cut it. Show them you’ve done your research by preparing:

Course details: Which CIM qualification are you considering? What’s the level? Duration? Assessment format?
Cost breakdown: Include tuition fees, CIM membership (and what this will give you access to), plus any additional costs (e.g. exam fees).
Time commitment: Will it involve evening or weekend study? Can it flex around your workload?

Bonus points if you:

Bring printed info or a one-pager
Highlight flexible options that minimise disruption
Link the course content to your current projects or KPIs

Top tip: TMLA courses are flexible and practical – highlight how it fit around work without disruption.

3. Frame it as an investment, not a favour

This is your chance to position your qualification as an investment, not a line on the expenses sheet.

Draw the connection between your learning and business outcomes:

Will it help you lead more effective campaigns?
Can it plug a knowledge or skills gap in the team?
Will it reduce the need for outsourcing or consultancy?

This is especially powerful if you’re in a growing SME or marketing team where every skill counts.

Example framing:

“This course covers AI marketing and customer journey mapping – both areas I know we’re focused on improving. I’d love to bring those tools directly into our next campaign planning cycle.”

4. Show you're committed

Employers want to back people who are already committed. So show them you’ve thought beyond the course itself. Be clear about how you’ll contribute:

Will you study outside core hours?
Will you share your learnings with the team?
Can you build a mini case study or ROI tracker to measure impact?

Employers love a proactive learner with a plan.

5. Address the 'what ifs' before they ask

There might be pushback. That doesn’t mean no – it means they need reassurance. Tackle their objections head-on:

“What if you leave after we’ve paid for it?” – “I’m committed to growing here and want to apply these skills in-house.”
“What if you can’t manage the course and your work?” – “The course provider offers lots of support and there are plenty of online resources available to me.”
“What if you get too busy to complete a course?” – “The course normally takes around 9 months to complete but I have up to 18 months to finish the course.”
“Can it be paid by the apprenticeship levy?” – “It isn’t covered by the apprenticeship levy because the level of this course is higher than apprenticeship level and I will gain skills and knowledge of a higher level.”
“We have budget leftover in this year’s pot for training, but we’d prefer you to wait until January to start the course” – “The course provider offers a credits scheme, so it’s not a problem to buy credits now and train at a later date.”

Being prepared for their objections will make you sound confident, capable, and already one step ahead.

6. Bring the energy

You’re not just doing this for a certificate. You’re doing it because you care about your craft, your career, and your contribution.

So don’t underplay your ambition. This is your chance to share your enthusiasm for marketing, learning, and doing meaningful work.

Try this:
“I’m really excited about this – it’s not just for me, it’ll allow me to bring better strategy and insight to what we’re already doing.”

Grab the free prompt sheet.

We’ve popped all of this into a neat one-pager you can take into your meeting:

Final word.

It’s completely normal to feel nervous about asking for funding – but remember, confident, curious marketers are the ones who lead the charge (and get results). You’re not just investing in yourself – you’re bringing new value to your team, your brand, and your career.

Go for it. Ask the question. You might just be surprised by the answer.

Want to find out more about our courses?

The TMLA difference.

Marketing can shape culture. It can empower people. It can drive change. That belief underpins every lesson we teach, and every campaign we run.

If you’re looking for:

You’ll find your place with us.