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Download Aligning Key Marketing Initiatives with Firm Objectives: A Tactical
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Transcript
Aligning Key Marketing Initiatives with Firm Objectives: A Tactical Approach Silvia L. Coulter, Vice President, Hildebrandt Baker Robbins Nathaniel G. Ford, Partner, Faegre & Benson Today’s Agenda • Using the “voice of the firm” to shape your team’s strategy • Holding firm management and your team accountable • Connecting with important stakeholders • Professional development for your team • Integrating marketing and business development effectively Shaping Your Team’s Strategy • Solicit input from firm management • Follow the path of the firm • Listen to your clients • Align strategic objectives and implementation Accountability Up and Down • Develop measurable goals – Revenue goals • Marketing Dept. and Firm Departments • Transparency is important for successful initiatives – Good or bad success can be helpful Stakeholder Buy In Facilitates Success • Collaboration and communication with key stakeholders • Motivate and reward the team Knowledge Unlocks Doors • Develop a professional development game plan that supports the Marketing/Business Development Plan and the Firm’s Plans • Focusing on executing a plan—specific industry focus – Industry conferences – Understanding needs of clients – Track the spend and the ROI; assess success • Leverage research tools and client surveys Effectively Integrating Marketing and Business Development • Align the Marketing Department to be totally integrated with Business Development – The culture depends heavily on marketing support • Activities that enhance firm reputation • Systems and tools to increase efficiencies • Research to support sales strategies • Solicit firm support for building the right team • Institutionalize processes and procedures to drive alignment of strategy Three Things You Can Do Now • Interview key stakeholders • Design a business development training program • Drive target list development Questions? Thank you. Silvia L. Coulter; [email protected] Nathaniel G. Ford; [email protected]
