Latin America: Alineación estratégica de Marketing & Business Development
De la planeación a la medición de resultados
July 17 | 08:30 - 10:30 hrs MCT
La planeación de las actividades de Marketing & BD es crucial para definir los objetivos que se deben lograr y poder medir su cumplimiento para poder generar un círculo virtuoso de crecimiento de las firmas.
La realidad de las firmas en Latinoamérica es muy variada, desde firmas muy estructuradas que cuentan con planes estratégicos de firma y por áreas de negocio hasta aquellas que no cuentan con un plan definido. Por este motivo en esta sesión analizaremos la importancia de contar con un plan de marketing y desarrollo de negocios alineado a la estrategia general de la firma y cómo traducir las acciones planeadas a resultados medibles que aporten valor al negocio.
De igual manera, analizaremos ¿qué hacer como responsables de Marketing & BD cuando la firma no tiene un plan estratégico al cual alinearse?
LMA Body of Knowledge: Business of Law, Marketing Management & Leadership
Our speaker:
Mr. Fernando Moreno
Managing Principal for Latin America and the Caribbean at Walker Clark, LLC
Fernando Moreno is a principal of Walker Clark, with more than 25 years experience in management and marketing consultancy for professional services firms. He is our firm's Regional Managing Principal for Latin America and the Caribbean. He also works as part of Walker Clark's multidisciplinary teams in major projects worldwide.
Fernando's practice concentrates on strategic planning, the development and implementation of marketing plans, feasibility studies for new products and ventures, law firm valuations, law firm profitability and general management coaching. He also has rare expertise advising senior executives of privately-held multinational companies and their in-house counsel on the management of corporate legal functions.
By profession an economist, Fernando's background also includes 20 years in senior positions of marketing, operations, and business development in multinational corporations, working with operations in the Americas, Asia, and Australia. As a result, he has extensive experience in the planning, execution, and coordination of mergers, acquisitions, divestitures, and multi-country roll-outs of new businesses, products, and services.
Details:
A Zoom link will be emailed in advance of the event.
Cost:
LMA Members: Complimentary!
Prospective LMA Members: Complimentary!
For questions or concerns about your event registration, please contact LMALatinAmerica@legalmarketing.org.