Strategic Marketing and BD planning in a nutshell
Strategy and planning in professional services is always a challenge. This interactive session is designed for both those who are new to marketing and business development planning and those who studied the subject (e.g. with the CIM) and need to apply that knowledge in a professional partnership.
Through case studies, exercises and discussion with other delegates, the session will provide confidence, motivation, insights and practical ideas for those tasked with being more strategic or develop or implement plans and achieve fee-earner buy in.
It will also help those with specialist roles such as PR, events and digital marketing understand the broader marketing and business development perspective and integrate into campaigns.
Note: There is also an Intermediate/Advanced full day session on Being more strategic
Topics covered
- Introduction
- Marketing/BD theory and fundamentals
- Group Breakout: Why do we need marketing/BD plans?
- Evolution of marketing/BD in professional services
- Client buying processes and pipeline management
- Business development – integrating marketing, selling and relationship management
- Towards a more strategic approach
- Marketing/BD planning process
– The marketing planning process – frameworks (e.g. SOSTAC, segmentation)
– Conduct a marketing/BD audit – external and internal and external analyses
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- Breakout: Using analysis tools
- Goal setting
- Strategy selection
- Brand, communications and campaigns
- New product/service development and innovation
- Referrer and intermediary marketing
- Thought leadership and content marketing
- Key client management and cross-selling
- Digital strategies
- Sales, business development and relationship management
- Budgets and ROI
- Overcoming planning challenges in professional services
- Breakout: Key planning challenges to overcome?
- Data challenges and measuring results
- Cultural change and achieving buy-in
- Business strategy, finance and cross-firm collaboration
- Matrix, sectors and co-ordination
- Sales focus: CEM, CRM and KAM
- Marketing/BD team alignment and skills
- Questions and summary
Pricing
First attendee £270 VAT
Second attendee £260 VAT
All subsequent attendees £250 VAT
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Cancellations/Substitutions
Due to the restricted number of places, refundable cancellations are only accepted up to one month prior to the event (a cancellation fee of £25 + VAT will be incurred per person). Substitutions can be made at any time. PMI reserves the right to cancel with no liability beyond refund of fees paid.
Eligibility
This training course is open solely to member firms of the PM Forum, a worldwide group of over 3,000 marketers in professional services firms.
Speaker
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Kim TassoRedStarKim LtdKim Tasso has worked within and for over 200 professional partnerships in the legal, accountancy and property sectors for over 20 years and continues to do so as a management consultant.
She also has direct client exposure from working with organisations in the technology, education, creative, media, real estate and not-for-profit sectors.
Unusually, she combines psychology, marketing and business qualifications so is effective as both a professional trainer, facilitator and coach and also as a subject matter expert in a variety of strategy, marketing, selling and relationship management topics.
She is highly rated as a trainer and coach for lawyers, accountants and surveyors and also lectured on Chartered Institute of Marketing (CIM) professional marketing qualifications for Cambridge Marketing College.
She is the author of books on soft skills, growth strategies, business development, media relations and business development and a prolific conference speaker and journalist. She is also a member of the PM Magazine Advisory Board.
