Secrets of my success: Charles Ping, head of CRM, Guardian Newspapers, and chairman of the Direct Marketing Association

Direct Response 14-Jun-06

Back at the beginning of my career, I managed to get a 2.2 in Metallurgy and Microstructural Engineering - a degree that is almost guaranteed to trump everyone in a competition for the most obscure qualification. While the title may be intimidating, the core skills about analysing problems and solving them logically are relevant every day - as is the ability to think in numbers.

Leaving engineering for media sales might seem a wild move but, back in the mid 1980s, the Government was busy closing down the UK steel industry at exactly the same time that I became brilliantly qualified to work for British Steel. I never regretted the move, though, because it taught me commercial skills about sales, presenting, business and, since it was the mid 1980s, lunch.

From a general commercial grounding with the Financial Times, I moved into direct marketing, running the sales side of the inserting operation when the print works moved from Fleet Street to Docklands. This exposed me to the critical work of DM media planning back in the "early days" - and that numerate ability was critical. From there, I moved via News International to Guardian Newspapers in 1993, where I've been ever since.

If I had to define a single "secret of my success" (aside from my wife and children), I'd have to say that working for the right company has been pretty important. An in-depth understanding of a particular sector is a pretty close second. The ability to grow personally and professionally without the disruption of changing jobs has been a distinct benefit.

OK, the recruitment consultants reading this will be muttering that if you move every three years you maximise your salary, but that's to miss the point. If you judge work and success in purely financial terms then you're probably reading a different rule book from me. Of course, age and relative financial comfort might be colouring my view somewhat ...

Work is about doing something that interests and challenges you - something you believe generates value. All any business can do is satisfy a consumer need. The Guardian has allowed me room to grow while reaping some benefits along the way. I'm blessed - and perhaps slightly cursed - with curiosity.

I'm always looking forwards and trying to ensure we can handle the next challenge.

Within The Guardian, this may be about getting closer to readers so that our messages can cut through the flotsam and jetsam of modern communications.

Within my role as chairman at the Direct Marketing Association (DMA), it's more about ensuring that the industry can thrive in the world of five, 10 and 15 years' time with all the attendant changes in media, legislation and consumer attitudes. The DMA role also comes with the challenge of seeing the world from other people's point of view. That way you can understand how to get consensus and move forward.

Success is also about feeling comfortable in your work and through your working day. After all, we spend about 50% of our waking lives working.

Life's too short to dislike your job.

Having been both a client and a supplier, I've seen both sides of the business. As such I do try to be honest with sales people and especially suppliers. If I were in the advice business that would be my top recommendation: be honest - to your employer, clients, suppliers and yourself. Someone, somewhere is always watching you in business and you may feel clever for a week or two but it's not what is called a "sustainable competitive advantage". Business schools will train you to chase such things and very rarely are they found via dishonesty. Of course, diplomacy and honesty are not mutually exclusive.

As a final tip, I'll venture onto the football field and remind you it's a team game: sometimes you have to ask to be passed the ball. Very rarely does anything arrive in your lap without effort. If you want to grow in your job, then ask.

CV
Education
BSc Metallurgy and Microstructural Engineering, Sheffield Hallam
University
First Job: Project engineer, heat-treatment industry
Climbing the ladder
- 1986 Financial Times sales team
- 1990 FT Business development team
- 1992 News International
- 1993 Guardian Newspapers
- 1999 head of CRM
- 2005 chairman, Direct Marketing Association Secrets
1. It's easier to speak truthfully than to remember your last lie
2 . Treat other people as you'd like to be treated - it's a people
business.
3. In a team, you have to ask to be passed the ball
4. Life is too short to do something only for the money