defining strategy: a marketing partner management …...defining strategy: a marketing partner...
TRANSCRIPT
Defining Strategy: A Marketing Partner Management Workshop
Facilitators:
Silvia L. Coulter, Principal, LawVision Group, LLC
Beth Cuzzone, Director of Client Service & Business Development, Goulston & Storrs PC
@legalexecutives | #LEIMPF2017
Defining Strategy
Silvia Coulter, Facilitator
Beth Cuzzone, Facilitator
REUTERS / Firstname Lastname
3
Introductions
And
What would you like to discuss during this
roundtable?
4
Reasons for Assessments
Identify:
– Gaps between partners’ needs and services offered
– Next Hire
– Reorganize the department
– Ways to market the marketing department more effectively
– What other roles do you each play?
5
The NEW New Marketing Department
The NEW New Marketing Department:
– Technology
– Pipeline reporting
– Intelligence reports
– Attending meetings with clients and prospects
6
Your Role
Help Marketing BD Team be successful
– Set priorities
• Limited resources – not everyone has equal access
• Communicate and educate partners about department priorities
• Align Firm strategy and future goals with department
7
Interactive Exercise:
1. Indicate what Marketing Department services you use.
– Frequently – Sometimes – Not At All
• RFPs
• Client Interviews
• Speaking, Events & Seminars
• Media
• Surveys and Awards
• Electronic and Hardcopy Communication Pieces
• Business Intelligence & Research
• Training Sessions
• Presentations and Meeting Materials
• Coaching Advertising
• Website
• Social Media
• Client Teams
8
Interactive Exercise:
2. Rate your Marketing Department’s performance for each:
– Excellent – Good – Poor
• RFPs
• Client Interviews
• Speaking, Events & Seminars
• Media
• Surveys and Awards
• Electronic and Hardcopy Communication Pieces
• Business Intelligence & Research
• Training Sessions
• Presentations and Meeting Materials
• Coaching Advertising
• Website
• Social Media
• Client Teams
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Interactive Exercise:
3. Create firm wide usage report and re-align resources for greatest needs.
The Top Ten Needs Are:
Mktg
Department
Service
Overall
Ratings
Action Items
10
Interactive Exercise
4. Create a gap analysis of Services Used versus Services Necessary
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Next Steps:
5. Begin tracking monthly KPMs.
– You can’t change what you can’t measure. Begin tracking monthly
KPMs.
• Produced XXX presentations
• Responded to XXX RFPs
• Created XXX social media posts
• Coordinated XXX responses to surveys
• Implemented XXX marketing training sessions
• Completed XXX individual coaching meetings
12
Next Steps
6. Begin internal marketing campaign to increase awareness of unused
services.
Services:
– Interactive – Best Practices
– Marketing Department Open House
– Success Stories and Case Studies
– Marketing Team Monthly Newsletter
Thank You!
Silvia L Coulter
Principal, LawVision Group
Beth M. Cuzzone
Director of Business Development and Client Service
13
Defining Strategy: A Marketing Partner Management Workshop
Facilitators:
Silvia L. Coulter, Principal, LawVision Group, LLC
Beth Cuzzone, Director of Client Service & Business Development, Goulston & Storrs PC
@legalexecutives | #LEIMPF2017