Aspiring Marketing and Business Development Leader
Having succeeded in the role as Marketing and/or Business Development Manager, you will be considering your next career step. Perhaps to a senior manager or head of team role.
This interactive session explores your mindset, competencies and capabilities to prepare for the progression. It provides signposts to resources to fill knowledge, skills and behaviour gaps. There will be ample opportunity to talk to peers in a similar position.
The session assumes you are well-equipped with technical marketing and business development knowledge and skills. Following on from the Future Marketing and Business Development Manager workshop, this session focuses on leadership requirements for more senior roles.
Courses in this series for less experienced professionals:
- Future marketing and business development manager (Intermediate)
- Proactive marketing and business development executive (Intermediate)
- Practical and professional skills for MBD assistants (Beginner)
Part one – Align with the firm’s leadership
1. Introduction – Adopt the mindset of a senior leader
- – Discussion: Why do you want to lead?
- – Strategic leadership: From operational management to strategic vision and decision-making
- – Leadership styles: Balance task and relationship
- – Discussion: What’s on the Board’s mind?
- – Expectations: Accountability, cross-functional leadership, business stewardship and impact
- – Communicate differently: Transition from marketing/BD language to confident Board speak
- – Exercise: Assess personal strengths and weaknesses as a leader
2. Build your commercial awareness
- – Monitor international and national influences
- – Exercise: Trends for future professional services and potential impact on your firm?
- – Track markets, competitors and client needs
- – Discussion: Understand financial operations and strategy
- – Assess financial KPIs and business models for PSF
- – Understand and drive innovation and continuous improvement
- – Exercise: Build and present a persuasive and data-driven business case
3. Align with the firm – Vision, strategy and change leadership
- – Balance changing business and client needs
- – Exercise: Communicate the vision and purpose to Influence stakeholders and inspire teams
- – Think strategically: Tools for market analysis, scenario planning, identifying opportunities etc
- – Discussion: How to manage uncertainty, ambiguity and risk
- – Manage change: Stakeholder management and culture transformation
- – Collaborate: Unite divisions, matrix and remote environments with complex project management
- – Exercise: Formulate aligned MBD goals and focus
Part Two – Drive marketing and BD strategies and processes
4. Plan future marketing and business development (MBD) strategies
- – Discussion: The future marketing and BD ecosystem?
- – Manage marketing and business development infrastructure and systems
- – Exercise: Craft a cross-functional MBD plan supporting the firm’s goals with clear objectives and a solid budget
- – Discussion: Identify trends – Key MBD strategies and projects for the future
- – Drive AI and automation for efficiency and effectiveness
- – Exercise: Structure an agile MBD team (and plan recruitment/development)
- – PSF strategy case studies
- – Discussion: Juggling strategy with delivery when the buck stops here
5. Manage yourself and the team
- – Discussion: How do you manage technical expertise in all MBD disciplines?
- – Emotional intelligence and self-awareness: Empathy, authenticity and relationships
- – Empower: Build confidence, support development and maintain mental health
- – Delegate, coach and provide feedback
- – Discussion: Equality, Diversity and Inclusion (EDI) and cultural sensitivity to leverage diverse and remote teams
- – Negotiate to manage conflict
- – Exercise: Manage performance and challenging people issues
6. Develop your personal brand, influence and career
- – Discussion: The first 100 days?
- – Cultivate champions, advocates, mentors and allies
- – Discussion: Build your leadership brand: Credibility, positioning and presence for senior roles
- – Listen, influence and present in internal and external networks
- – Plan your transition: Stepping up from peers and drive continuous growth and visibility
- – Protect yourself and become more resilient
- – Exercise: Action Planning
