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 workshop 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 workshop 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 workshop focuses on leadership requirements for more senior roles.
Workshops 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
Why PM Forum training?
PM Forum workshops are designed and delivered by qualified and experienced
MBD professionals who:
- – are subject matter experts in strategy, marketing, business development, selling, client relationship management, digital technologies and interpersonal skills who – through ongoing practice – are familiar with the latest developments
- – understand the nature of professional services marketing at large corporate firms and smaller partnerships across law, accountancy, property and consultancy in a variety of client markets
- – have substantial experience working with both senior and junior fee-earners and MBD professionals
- – possess psychology credentials and/or years of experience in learning and development to ensure an optimum learning experience
- – regularly talk to CMOs and management leaders to keep abreast of the emerging needs of their teams
Delegates receive a productive learning experience because:
- – There is a balance between knowledge transfer and active learning through interactive discussion and group exercises (sessions are not recorded to promote openness)
- – Training is experiential – idea sharing, networking and collaboration are encouraged
- – Progressive – sessions are graded for beginner, intermediate and advanced levels
- – Whilst platform-independent, sessions signpost systems and technologies used most often by professional services firms
- – As well as copies of course materials, delegates receive work sheets and supplementary resources with guidance for further learning (including other PM Forum events) and application
- – Course leaders are experienced coaches who understand and promote career development
- – Certificates of completion are issued for use in Continuing Professional Development (CPD)
- – Dialogue can continue after training through members-only LinkedIn communities
• • – Participation is restricted to PM Forum members
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.
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