Day one - 31st Annual Marketing Partner Forum

Simplicity in Strategy - 'Back of Napkin' plans and client interviews dominate day one at The Ritz-Carlton, Amelia Island . Today's kick-off breakouts at 汤森路透 31st Annual Marketing Partner Forum delved into key insights and strategies to future proof professional services firms. read on for the highlights from the Reengineering Effective Client Teams (Strategic Accounts) and the 'New Faces of the Marketing Team' sessions.

Reengineering Effective Client Teams (aka KAM)

The first breakout emphasised a focused approach to key client management, limiting strategic accounts to a maximum of six, each assigned to specific industries. BD/Sales teams were recommended to be comprised of individuals with industry-specific expertise, ensuring a targeted approach to generating leads and nurturing them. The structure and governance included client team leaders reporting to the Executive Leadership Team (ELT) on a regular basis, fostering accountability and strategic intent.

Quarterly meetings played a pivotal role in assessing progress, sharing insights, and collaborating by bringing these client team leads together in one room. An unconventional 'back of napkin' strategic plan approach underscored the importance of simplicity, emphasising that formal documents may not always be necessary. Client interviews or surveys were recommended as starting points, with an emphasis on collecting data and numbers to engage partners effectively. The iterative process of revisiting strategies and adapting them for non-moving clients was highlighted to 'rinse and repeat' to keep the accounts in check. Balancing delivery and growth, along with having a budget, were essential components of the discussed approach. Thank you for a great session Silvia L Coulter Alvidas Jasin Joshua Johnston

The New Faces of the Marketing Team

This second panel session focused on the evolving landscape of the role of marketing and BD professionals in law firms. Dedicated 'Marketing Operations' roles are an emerging trend, with an emphasis on driving partner-facing roles with clear deadlines and progress markers for consistent results. Diversity, particularly from outside the industry, was encouraged, and project management skills were highlighted as crucial to have going forward.

The panel addressed the slow AI journey in law firms due to governance concerns, with some clients having policies against its use and limited education internally on how to use it for their role. The need for upskilling in MarTech plus a proactive approach to intentional L&D to future-proof emerging professional services marketing skills were emphasised. An intersection of IT and Marketing was a key theme, with non-lawyer CEOs demanding collaboration between these departments for greater efficiency.

Trends like IT business partners and the continued centrality of Marketing in driving the overall client experience were discussed. To combat "hot potatoes" and "dropping balls", the RACI model (Responsible, Accountable, Consulted, Informed) was recommended for collaboration, with a call to build competency models showing clear career pathways and designing learning and development programs accordingly. Read more trends and stats in the 2024 RFP impact report here.

Great panel led by Jennifer Johnson with Jason Noble Lauren Piccolo-Ingram

What a day, but there is more to come!

The first day has provided valuable insights into strategic client management and the evolving future state of marketing in professional services in the US market, touching upon key themes of collaboration, diversity, and intentional skill development.

A huge shout out and thank you to Steve Tyndall & Allison Nussbaum for inviting me along as their guest and making me feel so welcome... This is an experience of a lifetime so I want to share back what I can for those not able to be here.

What will we see down under in 2024? Hit me up for a coffee or chat to learn more about this conference and content. Or drop your comments, feedback and ideas below....