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Restructuring Your Marketing Department for Maximum ROI
Form & Function
Joe CalveCMOMorrison & Foerster
"Nature who made the
mason, made the house.“
“Nature” (1836)
-- Ralph Waldo Emerson
What Do You Do With A Do-Over?
• Many firms go through stages in their marketing and business development:
• Toe-in-the-Water• Branding for Fun & Profit• Getting Serious With Serious Money• To BD or Not to BD?• The Big Reset
Form & Function: What Are Your Firm’s Objectives?• Do you have a business strategy?
• Explicit v. Implicit
• Where is your attention focused?
• Inside-Out v. Outside-In • Are you monitoring/measuring your progress?
• Activity v. Effectiveness
Many Paths, One Objective
• Functional considerations
• Business Development• Marketing• Communications• Technology• Design• Strategy• Other
Many Paths, One Objective
• Organizational considerations
• Administrative structures (e.g., legal departments)• Practice groups• Industry groups• Client teams• Offices• Regions• Non-legal departments (e.g., recruiting)• Individuals• Other
Marketing v. Business Development:The War Rages On – Or Does It?• Key consideration: Nature of business development
• Sales Sales Support
• Range of BD services:
• Strategic Planning• Coaching• Targeting• Pitches/Proposals• Other
Biz-Dev
Marketing
Marketing v. Business Development:The War Rages On – Or Does It?• Key consideration: Nature of marketing
• Sales Marketing Support
• Range of marketing services:
• Branding• Events/sponsorships• Direct mail/email• Collateral• Media relations• Other
Marketing
Biz-Dev
The Integrated Matrix Organization
• Making it all work together:
• Shared objectives• Managed expectations• “Joint and several” ROI responsibility• Clear lines of accountability• Incessant communication• Emotional intelligence• Product/process knowledge• Leadership
Form Follows Function
• Function: • What objectives are we trying to achieve?
• Form:
• Which organizational structure will get us there?
Restructuring Your Marketing Department for Maximum ROI
Form & Function
Joe CalveCMOMorrison & Foerster