advanced strategies in marketing and business development presented by: art kuesel north shore...
TRANSCRIPT
Advanced Strategies in Marketing and Business
DevelopmentPresented by: Art Kuesel
North Shore Roundtable
Rosenberg Associates
Art Kuesel, President
EXPERIENCE
¨ Sales Executive¨ 3 years inside $60M CPA firm¨ 5 years inside $25M CPA firm¨ 6 years at PDI/Koltin Consulting¨ 2.5 years at Kuesel Consulting
EXPERTISE Sales Coaching Sales/Marketing Training
EXPERTISE (Cont.) Keynotes, Presentations,
Workshops on Growth Growth Plan
Development/Implementation Managing Partner Coaching Sales & Marketing Recruiting
STREET CRED→ Top 100 Most Influential Person in
Public Accounting→ In-house and external experience→ Clients include scores of T250 Firms
including a third of the T100→ Frequent writer and blogger for
Accounting Today→ Accomplished speaker and
presenter on growth trends2
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Today’s Discussion
1. Definition of an Effective Marketing Director2. Roles/Responsibilities3. Performance Expectations4. CSFs
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Definitions
Do you REALLY have a Marketing Director?1. Seven+ Years of Experience (Preferably in
Professional Services)2. Bachelor’s Degree in Marketing, Communications,
or Related Area3. Delivers, manages an annual budget of 1-3% of
revenues. ROI focused.4. Delivers, manages a marketing plan annually5. $85K+ in base compensation6. Tells you what you should be doing: Brings strategic
ideas that will work @ firm7. May supervise a team
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Roles & Responsibilities for an Effective Marketing Director
Roles and Responsibilities: Marketing Director
1. Annual marketing plan2. Niche marketing3. Online Presence and
Social Media4. Thought Leadership5. Marketing Culture
Development6. C/P/R Events7. Marketing Training8. Client marketing9. Brand Management
9. Budgeting
10. Coaching on Pursuits
11. CRM/Database
12. Collateral
13. Proposals
14. Internal Communication
15. Sponsorships
16. Advertising
17. Public Relations
18. Recruiting84
Performance Expectations: Marketing Director
Performance Expectations: Marketing Director
1. Earn trust and support of partners and associates2. Meet annual performance goals (marketing plan,
budget, etc.)1. Grass-roots2. Institutional
3. Move firm “forward” in marketing - adapt and change as needed
1. Marketing is evolving4. Improve perception of firm (C/P/R/Recruits)5. Other performance goals as defined
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Common Variables: Marketing Director
Variables: Marketing Director
1. Skills and Strengths VARY GREATLY2. Experience Level WILL AFFECT PERFORMANCE3. Future Partner or Career Manager WILL AFFECT
LONG TERM PERFORMANCE4. Ability to Get Results Through Others CRITICAL TO
LONG TERM SUCESSS5. Responsibility without Authority CRITICAL TO LONG
TERM SUCCESS6. Role is Evolving…Rapidly… ADAPTABILITY IS KEY7. Availability of talent locally…
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CSFs: Marketing Director
CSFs: Marketing Director
1. Winning Reporting Structure2. Communication3. Respect of Knowledge/Skills4. Access to Valuable CPE5. Good Plan6. Sound Budget7. Ability to Take Calculated Risks
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Are You Ready for a Business Developer?
Knowing when you are ready
1. Firm of 50+ Headcount2. In need of more growth than your current BD
engine can deliver (thinking 2-5 years out)3. Rainmaker(s) nearing retirement4. Next gen partners weak in BD, YP’s too green5. Market dynamics6. Appetite for change
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What Does it Look Like?
What does it look like?
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Very Part Time Partner BD
Almost Full Time Partner BD
Full TimeBD Executive
• (What you have now – hopefully!)
• Is it optimized?• Is it strong
enough on its own today/future?
• Is it consistent?
• Transition all or part of book
• Marketing Hours = 50%+
• Compensation considerations
• Two year runway
• $500K target goal
• Non-partner hire
• 100% focus on revenue generation
• Proven and experienced
• $500K minimum goal
Finding the Right Candidate
Finding the Right Candidate
Internal Criteria1. Desire2. Past Performance3. Partner Support4. Network, Network,
Network5. Transition
Considerations6. _________
External Criteria
1. Past Performance
2. Consultative Selling
3. Network, Network, Network
4. Professional Services Environment
5. __________
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Culture!
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Compensation
Compensation
Internal Criteria1. Guarantee during
transition2. Base/Draw3. Commission/
Bonus
External Hire Criteria
1. Base/Draw
2. Commission/Bonus
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Compensation Sample - Internal
Partner Book
Partner Comp
Reduced Book
Reduced Book Comp
New Sales Needed
Commission Needed to Stay Even
$1,000,000
$350,000
$500,000
$175,000
$500,000
$175,00024
Compensation Sample – External Hire
Sales Needed
Profit Available
Base Salary
Commissions
$500,000$1,000,000
$175,000 $ 350,000
$100,000$120,000
$ 50,000$100,00025
Integration and Critical Success Factors
Integration/CSFs
1. Clarity on Roles2. Effective Communication3. Trust Building4. Effective Teaming on Pursuits5. How to Handle Assists6. Winning Reporting Structure7. Commitment/Time/Patience8. Measurement and Management of Pipeline
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Integration/CSFs
1. Clarity on Roles2. Effective Communication3. Trust Building4. Effective Teaming on Pursuits5. How to Handle Assists6. Winning Reporting Structure7. Commitment/Time/Patience8. Measurement and Management of Pipeline
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Find Resources: kueselconsulting.com/NORTHSHORE
