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Embracing Business Development to Help Secure More Business from Current and Prospective Clients Adam Severson Director of Business Development Marketing

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Embracing Business Development to Help Secure More Business from Current and Prospective Clients Adam Severson Director of Business Development Marketing Powered By Docstoc
					Embracing Business Development to Help
Secure More Business from Current and
Prospective Clients
Adam Severson
                Director of Business
                Development & Marketing
                            Faegre & Benson LLP
           Discussion Topics
• Business Development & Marketing
  Continuum
• Day-to-day implementation
• Alignment with firm strategy
• Building your personal network
Client Focused Approach
Business Development & Marketing Continuum
              Awareness and Reputation
               Who We Are (or Want to be Seen As)
                          Identity
                         Advertising
                       Public relations
                        Sponsorships
                          Website
Business Development & Marketing Continuum
              Awareness and Reputation
               Who We Are (or Want to be Seen As)
                           Identity
                          Advertising
                        Public relations
                         Sponsorships
                           Website


                        Marketing
                   Specific and market focused
                   Speaking engagements
                 Bylines and expert sourcing
                   Newsletters and alerts
                Targeted relationship events
               Practice or industry participation
   Business Development & Marketing Continuum
                 Awareness and Reputation
Points of
                  Who We Are (or Want to be Seen As)
Contact
                              Identity
1,000                        Advertising
                           Public relations
                            Sponsorships
                              Website


                           Marketing
                      Specific and market focused
                      Speaking engagements
 100                Bylines and expert sourcing
                      Newsletters and alerts
                   Targeted relationship events
                  Practice or industry participation


                                 BD
                  Account and Opportunity Pursuit



  10                     Client teams/plans
                       “Pitches” & Proposals
                         Competitive Intell
                               Selling
Day-to-day implementation
           Develop a target list
• Create a list of clients and prospects to target
  in the coming year
  – Include current clients within your practice, similar
    practices and the firm generally
  – Identify specific prospects with whom there is
    strong likelihood of success
  – Consider factors that drive their buying decisions
              Develop a target list
• Identify:
  − Top 25 clients of your practice
  − Top 25 clients of adjacent/similar practice
  − Top 100 firm clients (with their respective
    practices and relationship lawyers)
• External research
                  Develop a target list
Client       Lead     Colleague   Goals/                    Notes
             Lawyer               NextSteps
ABC          JK       BW, VJ      • Growpatent work         • Unclear on decision
                                                            makers
Company                                                     •Need more information
Mr. & Mrs.   DK       RK          • Get to know broader     • Indicated they’re
                                  team                      slowing down their
Smitn                             • Schedule networking     applications dramatically
                                  event with their patent
                                  team
Smith        BW       AE, SR      • Get new litigation
Medical
…            …        …           …                         …
…            …        …           …                         …
…            …        …           …                         …
           Partner with your IR Team
Client    Industry Public/   HQ   # of Employees   Revenue   Lit.     M&A
                   Private                                   Trends   Trends
ABC
Company

Mr. &
Mrs.
Smith
Day-to-day implementation
     Day-to-day implementation
• Clients receive too many client alerts
  – Recommend added context or substance to firm
    communications
• Make sure you provide context or value when
  communicating with your lawyers
  – Provide a helpful hint or bit of analysis when
    forward research or sending an RSVP list
Day-to-day implementation
     Day-to-day implementation
• Establish metrics for your work
  – Events
  – Alerts
  – RFPs
  – Web stats
  – New matter descriptions
  – Budget savings
Alignment with firm strategy
    Alignment with firm strategy
• Ask questions of your lawyers to understand a
  project more completely and to get the big
  picture
• Talk with your leadership to understand firm
  goals and strategic vision
• Ask how you can help support those goals
Building your personal network
  Building your personal network
• Meet people at various levels
• Ask questions to learn from them
  – Don’t be afraid to ask for help
• Face-to-face is better than other methods
• Follow up
Questions?


             Adam Severson
             Director of Business Development & Marketing
             Faegre & Benson LLP

				
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