Being more strategic
The workshop qualifies for 6 hours CPD.
This popular session helps delegates think and act more strategically – whether in their day-to-day tasks; when supporting fee-earners or developing marketing or business development plans. It helps them improve collaboration with fee-earners and the effectiveness and impact of their plans and campaigns. And it accelerates their ability to take on more senior and strategic advisory roles.
The session provides an in-depth overview of the leading strategy and MBD models (from the most established to the newest) and helps delegates bring a more strategic approach to all their activities. Delegates participate in structured group exercises to apply the tools and develop their strategic abilities. It supports marketing and business development professionals develop for future career progression.
Due to popular demand, this workshop has been expanded from a half to a full day. (Note there is also a half-day session at Beginner/Intermediate level – Strategic Marketing and BD planning in a nutshell)
Learning outcomes:
- Understand how to be more strategic in your marketing and business development role
- Develop your strategic thinking skills
- Know when and how to apply key strategic analysis and planning frameworks
- Build your awareness of strategies adopted by leading professional service firms
- Compare how peers develop and apply strategy skills in their roles
- Access resources to develop knowledge and skills further and put strategy into action
Topics Covered
Thinking strategically
• What is strategy? Strategic thinking?
• Strategic planning vs strategic thinking
• Strategic thinking processes
• Assessment: How strategic is your mind?
• Improve your strategic thinking
• Develop strategic thinkers at your firm
Group exercise on strategic thinking
Understand business strategy and strategic analysis (Mini MBA)
• Vision: Seeing the big picture and hypothesising
• Strategy development processes – top down and bottom up
• Strategic analysis and audit tools (and assess future trends)
* Strategic choices and management
• Mission, goal setting and risk
• Strategy execution
Group exercise on strategic analyses
Developing marketing and business development strategies
• Generic strategies – Strategy choice cascade and achieving buy-in
* Key marketing strategies frameworks
• Segmentation, positioning and brands
• Case studies: Marketing and business development strategies in professional services firms
• Strategic marketing planning (markets and services, managing the marketing mix)
Group exercise on MBD strategy at your firm
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
Pricing
1st attendee £450 + VAT
2nd attendee £440 + VAT
3rd attendee £430 + 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.
