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Creating Synergy: How Marketing & BD Work Together to Drive Growth
Brought to you by:
Panelists
Chris PerrinoPrincipal, Business DevelopmentBarnes Dennig
Moderator
Chris WalkerCMOPeterson Sullivan LLP
Nicola FlemingMarketing ManagerPerkins & Co
Kat KocurekVP of MarketingInavero
FIRM OVERVIEW
Barnes Dennig• Three offices: Cincinnati, OH, Crestview Hills, KY and Indianapolis, IN• 145 people• Marketing / BD Staffing: Marketing Director Marketing Specialist Marketing Coordinator Business Developer
• 25 Directors (Partners) + two promotions on 1/1/18
FIRM OVERVIEW, PART 2
Expectations of the Marketing Team• Work with niches/services to create and implement business plans and host relevant
and informative seminars• Support new business pursuits of Partners and Business Developer (research,
collateral, proposals)• Stay informed on accounting marketing trends, tactics, strategies, technologies • Advocate for new initiatives with strong ROI• Website, marketing automation, CRM, blog, eblasts• Event logistics leadership • Compensation study project leadership• Director reports to BD Principal, dotted line to PIC/Marketing; Specialist &
Coordinator report to Director, dotted line to BD Principal
FIRM OVERVIEW, PART 2
Expectations of the Business Developer• Prospect development and outreach• Thought leadership (“vision”) on key trends in marketing, business development, lead
generation, client service • Lead generation / new business • Referral source development• Prospect opportunity management and coaching• Service on M&A and Strategic Planning committees• Marketing team oversight • Comp = base + bonus (personal goals, firm profitability) • Reports to PIC/Marketing
MARKETING – BUSINESS DEVELOPMENT SYNERGY
Manufacturing Compensation & Benefits Study• Cajoling CFOs and HR people to give up sensitive data (the hardest part) BD• Securing co-sponsors (TPA, insurance broker) M• Encouraging staff to cajole client contacts Both• Creating the email campaign seeking participants M• Hours of smiling and dialing for participation BD• Creating a jillion pie charts, bar graphs, infographics, etc. M• Posting the internal tote board showing participant tally M• Planning the reveal event / Promoting RSVPs M• Meeting with participants (and non-participants) BD
MARKETING – BUSINESS DEVELOPMENT SYNERGY, PART 2
Results:• 85 participating companies (the most ever)• Two events to present results (OH, KY)• 116 RSVPs for events• “Numerous” study requests via website• Blog post on findings• Nine meetings set by BD with non-participating companies• One R&E lead, one plan audit lead• “Door-opener” with a two year useful life • Perfect for friend-raising / first for second place • $22,000 tax saving idea for $100 (gift card)
“WE DON’T SHARE A BRAIN”
Working so closely that others may not see the difference (too much synergy?)Mktg asked about pursuits / BD asked about eventsTaking dictation / “Drive-by” marketing requestsIntroduced using the wrong titleAs we’ve grown: Marketing / biz dev = Audit / tax
IMPROVING SYNERGY
Bi-weekly status meetings• Event and project progress updates • Hair on fire items• Successes / learning opportunities • Proposals pending
Monthly existence justification reports• Accomplishments• New business won ($), Dollars in pipeline, YTD and PY• Notable new prospects• Event highlights • Blog and eblast activity
EVERYDAY SYNERGY
Seminar topics / refining Prospect target meetings Complex proposal topics Subject lines for seminar invitations / eblastsAdding value to raw ideasBlog post / eblast topic suggestions
WINNING IS EVERYTHING
Marketing & BD Synergy: Working Together to Drive Growth
Chris Walker, CMOPeterson Sullivan, LLP
About Peterson Sullivan
13
Entrepreneurial Operating System
14
Accountability Chart
15
Growth Leadership (1) Set and Achieve New Business Goal Drive Growth and Innovation Sales and Marketing Processes FBA Explore New Markets and Services Client Retention and Satisfaction LMA
Sales Management (1) Pipeline and Sales Reporting CRM Administration and Client Setup Tasks Proposal Management Sales Coaching Prospect Research
Marketing Management (1) External Communications Internal Communications Client Feedback Event Management Website Social Platforms
Niche Leadership (20) LMA Niche Plan and New Business Goal Team Management Opportunity Management Approve Pricing Collaborate with Service Area Leaders
Niche Membership (139) Achieve Visibility Lead Generation Activity Opportunity Development Referral Source Activity Client Service Thought Leadership
Marketing Sales
LMA = Lead, Manage and hold others Accountable BDA = Business Development Activities FBA = Followed By All
Sales Leadership (1) Community Visibility Lead Generation Activity Prospect Pursuit Opportunity Development and Close Sales Training and Coaching
Marketing Administration (1) Administrative Support CRM Data Entry Event Registrations Tradeshow Presence Social Media Execution
Quarterly Goals: Rocks
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L-10 Meetings
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Scorecards
18
Business Development Executive
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The Stats
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31 authors actively wrote 48 articles
Over 400 qualified leads were added to the pipeline
830 events were attended by niche team members
557 meetings with referral sources held at coffee shops, restaurants, and conference
rooms across the Puget Sound
Completed 445 meetings with potential clients
Amazed audiences with 153 dazzling PowerPoint and Prezi displays
Built relationships and provided excellent client service in 1,758 Tier 1 and 2 client
meetings
Suffered through 442 sessions where Chris Walker told you to SEND THAT EMAIL
Synergy Tips
21
Communication Creative Breaks Collaboration
Creating Synergy: How Marketing & BD Work Together to Drive GrowthNicola Fleming, Marketing Manager
December 13, 2017
Perkins & Co
Business Development
Marketing
Marketing + BD = <3
Manifesto
PASSPORT TO PERKINSCreating a BD & Marketing
Culture
Passport to Perkins
Passport to Perkins
Be an expert Let them know
you’re thinking of them
Network
Never eat
alone
Be in the
know
Be social
Be beloved
Be visible
Make it happen
Get recruiting
Let’s get there!
CREATING SYNERGY
Meet Regularly
Attend Events
Drive Business Initiatives
MakeThingsHappenTogether
Facilitated Discussion• Prepared questions to start
• We’ll be taking your questions, too
Panelists
Chris PerrinoPrincipal, Business DevelopmentBarnes Dennig
Moderator
Chris WalkerCMOPeterson Sullivan LLP
Nicola FlemingMarketing ManagerPerkins & Co
Kat KocurekVP of MarketingInavero
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