Creating Synergy: How Marketing & BD Work Together to Drive Growth. Brought to you by:

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Gertrude Harris
6 years ago
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1 Creating Synergy: How Marketing & BD Work Together to Drive Growth Brought to you by:

2 Panelists Moderator Chris Perrino Chris Walker Nicola Fleming Kat Kocurek Principal, Business Development Barnes Dennig CMO Peterson Sullivan LLP Marketing Manager Perkins & Co VP of Marketing Inavero

3 CHRIS PERRINO PRINCIPAL, BUSINESS DEVELOPMENT BARNES DENNIG

4 FIRM OVERVIEW Barnes Dennig Three offices: Cincinnati, OH, Crestview Hills, KY and Indianapolis, IN 145 people Marketing / BD Staffing: Marketing Director Marketing Specialist Marketing Coordinator Business Developer 25 Directors (Partners) + two promotions on 1/1/18

5 FIRM OVERVIEW, PART 2 Expectations of the Marketing Team Work with niches/services to create and implement business plans and host relevant and informative seminars Support new business pursuits of Partners and Business Developer (research, collateral, proposals) Stay informed on accounting marketing trends, tactics, strategies, technologies Advocate for new initiatives with strong ROI Website, marketing automation, CRM, blog, eblasts Event logistics leadership Compensation study project leadership Director reports to BD Principal, dotted line to PIC/Marketing; Specialist & Coordinator report to Director, dotted line to BD Principal

6 FIRM OVERVIEW, PART 2 Expectations of the Business Developer Prospect development and outreach Thought leadership ( vision ) on key trends in marketing, business development, lead generation, client service Lead generation / new business Referral source development Prospect opportunity management and coaching Service on M&A and Strategic Planning committees Marketing team oversight Comp = base + bonus (personal goals, firm profitability) Reports to PIC/Marketing

7 MARKETING BUSINESS DEVELOPMENT SYNERGY Manufacturing Compensation & Benefits Study Cajoling CFOs and HR people to give up sensitive data (the hardest part) BD Securing co-sponsors (TPA, insurance broker) M Encouraging staff to cajole client contacts Both Creating the campaign seeking participants M Hours of smiling and dialing for participation BD Creating a jillion pie charts, bar graphs, infographics, etc. M Posting the internal tote board showing participant tally M Planning the reveal event / Promoting RSVPs M Meeting with participants (and non-participants) BD

8 MARKETING BUSINESS DEVELOPMENT SYNERGY, PART 2 Results: 85 participating companies (the most ever) Two events to present results (OH, KY) 116 RSVPs for events Numerous study requests via website Blog post on findings Nine meetings set by BD with non-participating companies One R&E lead, one plan audit lead Door-opener with a two year useful life Perfect for friend-raising / first for second place $22,000 tax saving idea for $100 (gift card)

9 WE DON T SHARE A BRAIN Working so closely that others may not see the difference (too much synergy?) Mktg asked about pursuits / BD asked about events Taking dictation / Drive-by marketing requests Introduced using the wrong title As we ve grown: Marketing / biz dev = Audit / tax

10 IMPROVING SYNERGY Bi-weekly status meetings Event and project progress updates Hair on fire items Successes / learning opportunities Proposals pending Monthly existence justification reports Accomplishments New business won ($), Dollars in pipeline, YTD and PY Notable new prospects Event highlights Blog and eblast activity

11 EVERYDAY SYNERGY Seminar topics / refining Prospect target meetings Complex proposal topics Subject lines for seminar invitations / eblasts Adding value to raw ideas Blog post / eblast topic suggestions

12 WINNING IS EVERYTHING Marketing & BD Synergy: Working Together to Drive Growth Chris Walker, CMO Peterson Sullivan, LLP

13 About Peterson Sullivan 13

14 Entrepreneurial Operating System 14

15 Accountability Chart Set and Achieve New Business Goal Drive Growth and Innovation Sales and Marketing Processes FBA Explore New Markets and Services Client Retention and Satisfaction LMA Growth Leadership (1) Marketing Sales Marketing Management (1) External Communications Internal Communications Client Feedback Event Management Website Social Platforms Sales Management (1) Pipeline and Sales Reporting CRM Administration and Client Setup Tasks Proposal Management Sales Coaching Prospect Research Sales Leadership (1) Community Visibility Lead Generation Activity Prospect Pursuit Opportunity Development and Close Sales Training and Coaching Niche Leadership (20) LMA Niche Plan and New Business Goal Team Management Opportunity Management Approve Pricing Collaborate with Service Area Leaders Marketing Administration (1) Administrative Support CRM Data Entry Event Registrations Tradeshow Presence Social Media Execution Niche Membership (139) Achieve Visibility Lead Generation Activity Opportunity Development Referral Source Activity Client Service Thought Leadership LMA = Lead, Manage and hold others Accountable BDA = Business Development Activities FBA = Followed By All 15

16 Quarterly Goals: Rocks 16

17 L-10 Meetings 17

18 Scorecards 18

19 Business Development Executive 19

20 The Stats 31 authors actively wrote 48 articles Completed 445 meetings with potential clients Over 400 qualified leads were added to the pipeline Amazed audiences with 153 dazzling PowerPoint and Prezi displays 830 events were attended by niche team members Built relationships and provided excellent client service in 1,758 Tier 1 and 2 client meetings 557 meetings with referral sources held at coffee shops, restaurants, and conference rooms across the Puget Sound Suffered through 442 sessions where Chris Walker told you to SEND THAT 20

21 Synergy Tips Communication Creative Breaks Collaboration 21

22 Creating Synergy: How Marketing & BD Work Together to Drive Growth Nicola Fleming, Marketing Manager December 13, 2017

23 Perkins & Co

24 Business Development

25 Marketing

26 Marketing + BD = <3

27 Manifesto

28 PASSPORT TO PERKINS Creating a BD & Marketing Culture

29 Passport to Perkins

30 Passport to Perkins Never eat alone Be beloved Be an expert Get recruiting Be visible Make it happen Be social Let them know you re thinking of them Be in the know Let s get there! Networ k

31 CREATING SYNERGY

32 Meet Regularly

33 Attend Events

34 Drive Business Initiatives Make Things Happen Together

35 Facilitated Discussion Prepared questions to start We ll be taking your questions, too

36 Panelists Moderator Chris Perrino Chris Walker Nicola Fleming Kat Kocurek Principal, Business Development Barnes Dennig CMO Peterson Sullivan LLP Marketing Manager Perkins & Co VP of Marketing Inavero

37 Thank You to Our Sponsor

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