Strategic Planning for Marketing and Business Development Professionals

Track: Marketing Management and Leadership

Session Number: 553
Date: Thu, Nov 1st, 2018
Time: 11:30 AM - 12:20 PM
Room: Capital B

Description:

The goal of this program will be to provide marketing and business development professionals, particularly those focused at the practice, sector, or office level, with the understanding and tools to lead and implement strategic business plans.

Strategic planning is a discipline and a leadership process. It functions to help organizations figure out where they want to go and how to get there. It is a tool for achieving change. It is an exercise that builds teamwork. It is a system that supports leadership. It is a process that leads to goal-setting. And it is a method for achieving results. For marketing and business development professionals it can mean the difference between random acts of marketing and having a clear set of strategic priorities to focus on whether at the practice, sector, office, or firm level.

 Marketing and business development professionals in law firms can be the linchpins to a successful planning process. They have the combination of skills, attributes, and experience to play a critical role in the planning process for their practice groups, industry teams, and offices. They have:

  • access to data and the analytical skills to gather and process the necessary information,
  • the project management skills and tenacity to drive the process to completion,
  • the interpersonal skills to bring the right people together to create the plan and to keep them at the table, and
  • the drive for results necessary to get the plan implemented.

Our program will help them put those competencies to work to build effective strategic business plans at their firms. We will provide a manual to guide them through the planning process with examples of effective plans. We will also have attendees work through brief exercises in small groups to help them internalize the takeaways and increase interaction.

We have extensive experience leading the planning process as in-house marketers. Mary K’s experience also includes almost twelve years with Zeughauser Group, where she has led planning initiatives for firms of many sizes and types.

Session Type: Workshop

Content Level: Junior-Level, Mid-Level, Senior-Level
Topics to be covered: • What is a strategic plan?
• What is the benefit of having a strategic plan? What problems can it solve?
• Why do marketing and business development professionals need to know how to prepare a strategic plan?
• Why your skills and personal attributes are a perfect fit for planning.
• The process by which plans are created for the firm’s practices, industry teams, and offices.
• What are the key aspects of a good strategic planning framework?
• How to sell a strategic plan in your firm.
• How you can lead the process. What value can you add?
• Getting to implementation: your skills can mean the difference between success and failure.
Key takeaways for the audience: • An understanding of strategic planning and the role it can play in helping you be more effective and have a greater impact on your firm’s business success.
• The process for strategic planning.
• The role of marketing in strategic planning.
• What are some barriers to success and how to overcome them.
• How practice, sector, and office plans relate to the firmwide plan.
Session Type: Workshop

Content Level: Junior-Level, Mid-Level, Senior-Level
Topics to be covered: • What is a strategic plan?
• What is the benefit of having a strategic plan? What problems can it solve?
• Why do marketing and business development professionals need to know how to prepare a strategic plan?
• Why your skills and personal attributes are a perfect fit for planning.
• The process by which plans are created for the firm’s practices, industry teams, and offices.
• What are the key aspects of a good strategic planning framework?
• How to sell a strategic plan in your firm.
• How you can lead the process. What value can you add?
• Getting to implementation: your skills can mean the difference between success and failure.
Key takeaways for the audience: • An understanding of strategic planning and the role it can play in helping you be more effective and have a greater impact on your firm’s business success.
• The process for strategic planning.
• The role of marketing in strategic planning.
• What are some barriers to success and how to overcome them.
• How practice, sector, and office plans relate to the firmwide plan.