webinar presentation finalcalibrate-legal.com/wp-content/uploads/2018/03/get... · 2018. 3. 5. ·...

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Get Rigorous:Deconstructing the Discipline of Legal Marketing Operations

Jennifer Scalzi

Gordon Braun-Woodbury

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Housekeeping

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Today’s Presenters

Jennifer ScalziFounder and CEO, Calibrate Legal

jennifer@calibrate-legal.com

Gordon Braun-WoodburyConsultant, Calibrate Legal

gordon@calibrate-legal.com

About Calibrate Legal

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Sophisticated Talent (J. Johnson Executive Search)

Place impact players who hire, train, market and retain talented lawyers, enabling firms to

achieve sustainable revenue growth

Purposeful LeadershipEquip law firm leaders to be and lead the

change needed to propel their firms into the next generation of legal services

Data Driven OperationsHelp law firm leaders measure and improve

performance, and establish a definitive return on human capital investment to

inform future strategy.

We partner with law firms to help them achieve optimal performance from their business services teams

to elevate their impact on bottom line revenue.

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Get Rigorous

Measure AlignCost  

Revenue�

What is Marketing Operations?

The rapidly growing discipline of Marketing Operations seeks to increase marketing efficiency and agility, and to measure, in a continuous and systematic way, how the Marketing/BD function helps businesses grow revenue.

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“”

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CMOStrategy

Growth

Operations

ProductContent & Creative

Community

The Place of Marketing Operations

• Customer data management• Marketing automation• Web development• Marketing analytics• Planning/budgeting• Project management• Technology stack

INTERFACE TO PRODUCT DEVELOPMENT

INTERFACE TO SALES / BUSINESS DEVELOPMENT

• Product marketing• Customer experience • Market research• Competitive analysis• Government relations

• Brand management• Content management• Creative Services

INTERFACE TO IT• PR• Social media• Influencers• Analyst relations• Gov’t relations

• Client Segmentation• Demand Gen• Sales Funnel• Pursuits• Events

Source: Chiefmartec.com

4 Reasons Why It’s Important

2Create

efficiencies

3Make better

decisions 4Improve team’s focus

1Demonstrate

MarketingROI

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Poll: What are you trying to achieve?

Your Journey to Marketing Operations

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Gordon’s Story: Marketing Scorecard

Taking Action

ACT

ction

hanges

hings

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1. Find Out Where You Are Spending Time

Task

Form

Paperwork

Approval

2. Focus on the Critical Stuff

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3. Build Your Marketing Service Catalog

4. Adopt KPIs and Measurement

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5. Focus Your Metrics with User Stories

6. Make Friends With Your CIO

CIOs

+A new equation:

Marketing InformationTechnology

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7. Document Your Martech Stack

8. Reduce the Crazy: Marketing Workflow

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Get Rigorous.

Questions?

jennifer@calibrate-legal.com gordon@calibrate-legal.com