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Measuring Your Firm's ROI for its Business Development Activities...You CAN Do It!
Date of event: 3-23-2010
Time of event: Noon
Location of event: Duane Morris LLP
30 South 17th Street
Philadelphia, PA
Measuring Your Firm’s ROI for its business development activities….. You can do it!
Join us for lunch on Tuesday March 23, 2010, to learn how putting in place the right building blocks can help a firm measure the return on its marketing and business development programs and use that information to manage its investments proactively.
Doug Armstrong of West Monroe Partners—a seven-year-old, fast-growing consulting organization with seven offices across North America—will describe how his firm has used these elements as the foundation of an effective business development function.
During the session, he will describe five key requirements for measuring marketing in professional services:
• An effective business development culture—one marked by a strong partnership and well-defined relationships among business development, marketing, and the line
• A framework for organizing marketing and business development activities, with an overview of West Monroe Partners’ unique “piston” approach
• Individual performance measures that align with the organizational approach
• Actionable marketing and business development analytics
• A marketing ROI formula that is consistent with the firm’s business structure and goals.
At one time, professional services firms relied almost entirely on relationships to build their businesses. Partners “owned” their firm’s client relationships, and “marketing,” in large part, consisted of activities to nurture existing relationships into new or more business. Firms measured “practice development” effectiveness by looking at their partners’ books of business.
Times have changed. Today, many professional services organizations must make substantial marketing and business development investments to remain visible in crowded, competitive markets. Measuring return on these investments is critical, but the nature of the profession makes that easier said than done.
All lawyers and in-house marketers from your firms are welcome. Register below.
About our speaker:
Doug Armstrong is a member of the management team of West Monroe Partners, where he leads the Customer Solutions practice working with clients to advance their customer and knowledge-sharing strategies.
With West Monroe Partners, Doug has led many client projects to address customer acquisition and retention strategy, eBusiness strategy, customer relationship management, knowledge sharing and collaboration, enterprise content management, portal technology, Microsoft SharePoint 2007, Internet marketing, software requirements and selection, web site redesigns, usability testing, Internet operations efficiency, IT due diligence, and transaction-related services. His clients span a wide range of industries.
Doug serves as an Adjunct Professor at both Northwestern University and DePaul University's Kellstadt Graduate School of Business, where he instructs MBA students in "Strategic Marketing" and "Technology and the Marketing Function." He also serves on DePaul University's digital marketing advisory board to help guide the continuing education program for the University's Interactive Marketing Institute.
Doug co-authored The Clickable Corporation: Successful Strategies for Capturing the Internet Advantage (The Free Press, July 1999). He is an accomplished presenter who has shared insights at many conferences and seminars dealing with strategic Internet topics, marketing, and knowledge management. He was invited to speak at the World Economic Forum in Davos, Switzerland, the World Economic Development Congress in Washington, D.C., and Hong Kong, and IBM's “Make it Easy” conference. | |
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