Silvia L. Coulter, Vice President, Hildebrandt Baker Robbins

1
Aligning Key Marketing Initiatives with Firm
Objectives A Tactical Approach

• Silvia L. Coulter, Vice President, Hildebrandt
  Baker Robbins
• Nathaniel G. Ford, Partner, Faegre Benson

2
Todays Agenda

• Using the voice of the firm to shape your
  teams strategy
• Holding firm management and your team accountable
  
• Connecting with important stakeholders
• Professional development for your team
• Integrating marketing and business development
  effectively

3
Shaping Your Teams Strategy

• Solicit input from firm management
• Follow the path of the firm
• Listen to your clients
• Align strategic objectives and implementation

4
Accountability Up and Down

• Develop measurable goals
• Revenue goals
• Marketing Dept. and Firm Departments
• Transparency is important for successful
  initiatives
• Good or bad success can be helpful

5
Stakeholder Buy In Facilitates Success

• Collaboration and communication with key
  stakeholders
• Motivate and reward the team

6
Knowledge Unlocks Doors

• Develop a professional development game plan that
  supports the Marketing/Business Development Plan
  and the Firms Plans
• Focusing on executing a planspecific industry
  focus
• Industry conferences
• Understanding needs of clients
• Track the spend and the ROI assess success
• Leverage research tools and client surveys

7
Effectively Integrating Marketing and Business
Development

• Align the Marketing Department to be totally
  integrated with Business Development
• The culture depends heavily on marketing support
• Activities that enhance firm reputation
• Systems and tools to increase efficiencies
• Research to support sales strategies
• Solicit firm support for building the right team
• Institutionalize processes and procedures to
  drive alignment of strategy

8
Three Things You Can Do Now

• Interview key stakeholders
• Design a business development training program
• Drive target list development

9
Questions?

• Thank you.
• Silvia L. Coulter scoulter_at_hbrconsulting.com
• Nathaniel G. Ford nford_at_faegre.com