Tuesday 24 April 2018
On Tuesday 24 April we hosted a panel discussion which explored how Partners, Marketing and Business Development can work most effectively together to achieve the ultimate goal – winning client work. In order to have a well-rounded discussion and perspectives from all parties, we invited the following people to share their experiences:
David Wallace, Regional Director for the PM Forum in Scotland, kicked off the discussion with a question about the value Marketing and BD can bring to Partners. The panellists were in agreement that Marketing/BD is no longer seen as an ‘overhead’, instead as professionals who bring knowledge of other service lines and market issues to the table.
Pamela had the following top tips on how to engage a Partner:
Suzanne and Abid added:
Towards the end of the discussion we asked each of the panellists which Marketing/BD techniques resonate most with clients. A move towards using more hard copy materials was a common theme, as was making sure that you personalise communications where possible. Whether content is online or offline, the most important point to highlight is that content must be driven by what clients actually want and need. Getting client feedback is essential. Partners and BD should regularly take a temperature gauge of the common issues affecting their clients. This should then help drive content and tap into what’s really on our clients’ minds.
As Abid pointed out, even if we all have different working styles, what we have in common are the values and goals of the organisation which we work for. Collaboration is the key to success.
Written by Sarah Rodger
Marketing Manager, Enterprise and Scotland Region, KPMG