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DTSTART;TZID=Europe/London:20271103T093000
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CREATED:20260921
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PRIORITY:5
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TRANSP:OPAQUE
SUMMARY:Transition from Marketing to Business Development in a PSF
DESCRIPTION:Increasingly, professional services marketers are expanding their roles and transitioning into B2B business development roles. The move from marketing to BD isn’t simply about doing different tasks. It’s about changing your perspective – from promoting the firm to understanding clients, spotting opportunities, influencing professionals, helping to build relationships and contributing to commercial outcomes. This session looks at how to make an effective transition and provides guidance on how to initiate BD mindsets, processes and activities.\nLearning outcomes:\n\nExplain the difference between marketing and business development\nDevelop a roadmap to transition from a marketing to a business development role\nInsight into how business development is conducted by similar firms\nClarity on key BD functions – centrally and by fee-earners – and how to make an impact\nAn action plan to develop the necessary skills, commercial knowledge and initial BD processes at your firm\n\nContents\nWhat does business development really mean in a PSF?\n\nDifferent BD roles – Where marketing ends, relationships ignite and selling commences\nStrategic business development – Aims, focus and new opportunities\nTactical BD processes – Sales enablement (activity, opportunity and outcome)\nFrom an activity mindset to a commercial mindset\n\nInitiate your transition to BD\n\nFrom internal “push” to the external client “pull” perspective\nImmerse within sectors and practice groups – engage with fee-earners and stakeholders\nAnalyse client needs, journeys and experience\nBecome a proactive adviser and coach – share BD data, knowledge and skills with fee-earners\n\nIdentify opportunities\n\nClarify aims, scope projects and produce initial plans\nLeverage client research and conduct B2B relationship analysis\nDevelop value propositions (and supporting evidence)\nExplore the network of influencers, referrers and intermediaries\n\nTarget new clients and enhance existing client relationships\n\nExtend marketing campaigns to networking and nurturing\nUse the practical BD toolkit\nPrepare and brief fee-earners before client meetings\nPlan next steps after client meetings\n\nSupport fee-earners in relationship development\n\nAudit BD capabilities\nAssess opportunities and establish pipelines\nCoach and motivate fee-earners in relationships and sales conversations\nPrompt and track progress\n\nSummary and action planning\n\n
URL:https://pmforum.co.uk/events/transition-from-marketing-to-business-development-in-a-psf-2/
ORGANIZER;CN=PM Forum:MAILTO:
CATEGORIES:Half-day online workshop
LOCATION:Online
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