Silvia L. Coulter, Vice President, Hildebrandt Baker RobbinsNathaniel Ford, Partner, Faegre & Benson

Aligning Key Marketing Initiatives with Firm Objectives: A Tactical

Approach

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; scoulter@hbrconsulting.comNathan G. Ford; nford@faegre.com

• Create the right team