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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
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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
© Copyright Kim Tasso 2013www.kimtasso.com
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Role of marketing in “well managed”
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Partners + Marketing
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FT/MPF report highlights . . .
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Priorities for management - disconnectManaging clients/ senior partners
Client
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What is the role of marketing?And how is it changed by “the new client agenda?”
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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?
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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?)
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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
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Market positionWhat’s yours?
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Porters generic strategies
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Who are you?
Starwood Group
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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
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Proposition
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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)
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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
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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?
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Or take the client experience in a whole new direction? The strategy canvas of Cirque du Soleil
Blue Ocean Strategy (Chan Kim/Mauborgne)
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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
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Relationships or Partnerships
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Loyalty
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Entering the loyalty zoneExercise: What is “special” in terms of service? Think of some fantastic service you received – hotel, restaurant, airline, shop, online…
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Entering the loyalty zoneExercise: how could YOU give clients excellent service?
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Marketing as an integrator?
Marketing
Finance
IT
HR
Facilities
Quality
Know How
Board
Strategy
ClientsProfessionalstaff
Support
Management
Brand
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Delivery vs Client experience
??
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Availability
Communication
Empathy
Trust
Anticipation
Traditional “sharp end” touch points
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New skills? – Listening (Market, Social Media, Face time)
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New skills? – Curiosity (Commercial, Client business)
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New skills? – Proactive service (Now) and Planned service (Long term)
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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?
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Great service delivery needs…
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Great culture and systems
Great people
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Back where we belong –Marketing driving on the front lineat client meetings?
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Questions and discussion
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© Copyright Kim Tasso 2013www.kimtasso.com
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