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The Intersection of PD and BD: Charting the Path. Working Together. Delivering Results. Karen Bell Anne Heathcock June 11, 2015 LSSO’S 2015 RAINDANCE CONFERENCE
The Intersection of PD and BD: Charting the Path. Working Together. Delivering Results.
Karen Bell Anne Heathcock
June 11, 2015
LSSO’S 2015 RAINDANCE CONFERENCE
LSSO’S 2015 RAINDANCE CONFERENCE 2
Charting the Path. Working Together. Delivering Results.
LSSO’S 2015 RAINDANCE CONFERENCE
Objectives of Our Session
1. Reflect on how PD and BD intersect – in your firms and in ours
2. Provide a model for meaningful intersection – roles, contributions, infrastructure
3. Identify challenges for collaboration and how to overcome or manage them
4. Identify opportunities for collaboration and how to advance them
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LSSO’S 2015 RAINDANCE CONFERENCE
Setting the Context
• Today’s market priorities and expectations • Client focused and value driven • The need for a mind shift by attorneys
• PD and BD both first responders to attorneys’ needs
• The expectation of a seamless experience • The reality of fewer resources
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A Quick Survey
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And the Survey Says: Demographics
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And the Survey Says: Training & Budget
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LSSO’S 2015 RAINDANCE CONFERENCE
And the Survey Says: Who Provides?
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LSSO’S 2015 RAINDANCE CONFERENCE
And the Survey Says: Who Provides?
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And the Survey Says: Collaboration
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About Us – Two Case Studies
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• My role = PD
• My background = BD
• Our talent platform
• Our BD infrastructure
• Our collaboration drivers
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McCarthy Tétrault Advance™
LSSO’S 2015 RAINDANCE CONFERENCE
• My role = BD • Have overseen BD and Marketing Training for 10 years • Programs run through BD include:
• Programs run in collaboration with PD Group • Other areas of collaboration
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Effective communications
Social media & profile raising Networking Presentation
skills Sales training & coaching
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Path. Teamwork. Results.
LSSO’S 2015 RAINDANCE CONFERENCE
Building a Model for the “Intersection”
• Examine nature of PD and BD roles • Understand actual role of each in the firm • Articulate how each supports firm objectives
• Uncover PD’s unique contribution • Uncover BD’s unique contribution • Focus on the intersection as the glue
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Nature of PD and BD Roles
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PD Talent Development
Legal Knowledge Practice Expertise
Relationships & Trust Visibility
Client Service Revenue Growth
BD Client Development Industry Knowledge
Sales Expertise Relationships & Trust
Visibility Client Service
Revenue Growth
LSSO’S 2015 RAINDANCE CONFERENCE
PD Talent Development
Legal Knowledge Practice Expertise
Relationships & Trust Visibility
Client Service Revenue growth
BD Client Development Industry Knowledge
Sales Expertise Relationships & Trust
Visibility Client Service
Revenue growth
Nature of PD and BD Roles
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PD Talent Development
Legal Knowledge Practice Expertise
BD Client Development Industry Knowledge
Sales Expertise
Relationships & Trust
Visibility
Client Service
Revenue Growth
LSSO’S 2015 RAINDANCE CONFERENCE
Actual Role of Each in Firm
• Organization’s structure determines starting point
• Work with expectations of firm leadership • What is the mandate of each role – be clear • How each achieves firm goals/objectives
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LSSO’S 2015 RAINDANCE CONFERENCE
PD’s Contribution to Training
• Talent and career development is the focus • Historically confined to legal knowledge and
practice skills
• Big focus on CLE regulator compliance • Now spotlight on building a sustainable practice
• Training also on communication, relationships, mentoring, delegation, leadership
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LSSO’S 2015 RAINDANCE CONFERENCE
BD’s Contribution to Training
• Business/revenue is the focus • Demystify marketing and BD • Train attorneys along complete spectrum
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Marketing and Visibility Raising Business Development and Sales
Client Outreach Thought Leadership and Visibility
Media Relations
New Business Generation
Seminars, Briefings,
and Webinars
Client- Specific
Programs, Networking, and Events
Business Intelligence and Lead
Generation
Pitches, Proposals, and Cross-
Selling
Speaking Engagements, Sponsorships, and Published
Articles
Client Service
Media Relations,
Press Interviews, and Quotes
Develop a Plan
LSSO’S 2015 RAINDANCE CONFERENCE
Collaboration – What it Means and What it Takes
“True multidisciplinary collaboration requires
people to combine their perspectives and expertise and tailor them to the client’s needs
so that the outcome is more than the sum of the participating individuals’ knowledge.”
Heidi Gardner from When Senior Managers Won’t Collaborate (March 2015 HBR)
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And the Survey Says: Collaboration
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The Challenges—Group Discussion
What are the biggest barriers for collaboration?
Appoint a Table Leader to report back
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The Challenges—Survey Says
The biggest barriers for collaboration ?
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The Opportunities—Group Discussion
What are the most important ingredients for collaboration?
Appoint a Table Leader to report back
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The Opportunities—Survey Says
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The most important ingredients for collaboration?
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Overcome Challenges/Advance Opportunities
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Practical Steps – Your Ideas
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Takeaways
• Reflect on the roles of PD and BD in your firm • Use the model to identify the intersection of your
PD and BD teams
• Identify a challenge to collaboration and how you will overcome it
• Identify your best opportunity for collaboration and commit to making it happen
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Charting the Path. Working Together. Delivering Results.
