pm conference marketing and the new client agenda

How does the marketing teamdrive the “new” client agenda?PM Forum Conference

© Copyright Kim Tasso 2013www.kimtasso.com

Excerpts from a work shopFacilitated by Kim Tasso of RedStarKim And Kevin Doolan of EvershedsOn Thursday 26th September 2013


An outline agenda

Introduction/scene setting – What is “good management”? – What is marketing’s role?

Marketing’s role:– Position – Proposition – Partnerships/Client Relationships – Promise/Delivery

Discussion/Conclusions



Role of marketing in “well managed”



Partners + Marketing



FT/MPF report highlights . . .


Priorities for management - disconnectManaging clients/ senior partners

Client


What is the role of marketing?And how is it changed by “the new client agenda?”


But what does this mean for the marketing team?

Top three things we are doing Top three things we should be doing

What are the reasons for the disconnect?


Market clients

BOARD

FRONT LINE STAFF

SUPPORT STAFF

Finance Marketing IT HRKnow how

Quality

Market Position

Service Proposition

Strategic(What?)

Delivery of promise

Sustainable client partnerships

Operational(How?)


How good is our firm?

Priority for our firm?

What does marketing need to do?

Clarity of position

Develop the proposition

Deliver the promise

Maintain/measure relationships and partnerships

Rate your role


Market positionWhat’s yours?


Porters generic strategies


Who are you?

Starwood Group


Partner says: Marketing response:

Why didn’t I get that top end piece of work – I could do it?

I just lost on price to a much smaller competitor…

Your role / positioning


Proposition


Clients seek different value propositions

Line of viable value

High

Low

QU

ALI

TY

Low High

PRICE

Value curves to be developed for each

client segmentUse “value curves”

to compare competitor offers

(Professor Kumar)


Developing a value proposition©

Emotional elements

Augmented

Coreproduct

Brand proposition(Strategy/positioning)

Market proposition(Marketing)

Market 1

Market 2

Market 3

CL

IEN

TBenefitsto

buyer

Specific Proposition

Client (and buyer) proposition(Selling/relationships)

R E S E A R C H


Element Package 1 Package 2 Package 3

Meetings- Partner- Senior Associate- Solicitor

XX

X

Location- Home- Local office- National office

XX

X

Availability- 24 hours/7 days- 8am-8pm/Mon-Fri- 9am-5pm/Mon-Fri

XX

X

Progress updates- Daily telephone call- Weekly Skype- Weekly email

XX

X

Documentation support- Full financial analysis- Online document vault- Weekly summary

XX

X X

Develop different product/service propositions?


Or take the client experience in a whole new direction? The strategy canvas of Cirque du Soleil

Blue Ocean Strategy (Chan Kim/Mauborgne)


1. What is the role of management and marketing in developing:– Firm wide (brand) proposition?– Market proposition?– Client proposition?

2. To what extent is/should marketing drive the product/service development process?

3. What research and other programmes should marketing drive to support proposition development?

Discussion


Relationships or Partnerships


Loyalty


Entering the loyalty zoneExercise: What is “special” in terms of service? Think of some fantastic service you received – hotel, restaurant, airline, shop, online…


Entering the loyalty zoneExercise: how could YOU give clients excellent service?


Marketing as an integrator?

Marketing

Finance

IT

HR

Facilities

Quality

Know How

Board

Strategy

ClientsProfessionalstaff

Support

Management

Brand


Delivery vs Client experience

??


Availability

Communication

Empathy

Trust

Anticipation

Traditional “sharp end” touch points


New skills? – Listening (Market, Social Media, Face time)


New skills? – Curiosity (Commercial, Client business)


New skills? – Proactive service (Now) and Planned service (Long term)


Exercise - Linking (brand) values to behaviours/client benefit

Value Example activity Value/ benefit to client

How does marketing support good management in delivery?How does marketing “live” the brand values as good role models?


Great service delivery needs…


Great culture and systems

Great people


Back where we belong –Marketing driving on the front lineat client meetings?


Questions and discussion


Kim Tasso BA(Hons) DipM FCIM MCIJ MBA MBPsS

RedStarKim Ltd

199 Argyle Avenue , Whitton, Twickenham , TW3 2LR

Telephone/Fax: 020 8898 0631

Mobile: 07831 687882

Email: [email protected] www.kimtasso.com

Twitter: RedStarKim

Kevin Doolan

Eversheds

Email: Kevin.Doolan@MollerPSFGCambridge .com

Twitter: DoolanKevin

mailto:[email protected]

http://www.kimtasso.com/

pm conference marketing and the new client agenda

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role of marketing

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