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Silvia L. Coulter, Vice President, Hildebrandt Baker Robbins

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Aligning Key Marketing Initiatives with Firm Objectives: A Tactical Approach Silvia L. Coulter, Vice President, Hildebrandt Baker Robbins Nathaniel G. Ford, Partner ... – PowerPoint PPT presentation

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Title: 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
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