Linking Corporate Goals to Marketing Initiatives: Clients, Markets, and People

In this session, Mary Cloonan will share best practices she has seen work across professional services firms over the past twenty years. Using the People, Clients, and Markets lens, she will show how marketing teams can connect corporate goals to strategies and tactics that deliver. This includes building visibility for fee earners and aligning the brand with ambition, sharpening client stories, proposals, and feedback, and strengthening internal culture and capability.

The focus will be on turning strategy into action. Mary will share examples of how marketing professionals can set clear priorities, balance quick wins with longer-term moves, and create a rhythm that fuels momentum and learning. She will also demonstrate how tools like AI can help stress-test client personas from various perspectives, making them more robust and useful for guiding communications.

The session will also provide marketing professionals with practical ways to frame their impact and show how market development directly supports firm-wide goals.

What attendees will gain

·        Practical ways to link firm goals to marketing and business development activity using the People, Clients, and Markets lens

·        A clear view of how to prioritise and balance quick wins with longer-term initiatives in order to keep momentum and show impact

·        Approaches to refining client personas and strengthening targeting and communications to deliver greater results.

·        Ideas on how to build a simple learning loop into marketing and business development activity, so that each initiative strengthens the next