Conducting a business development and marketing audit
Designed for: In-house marketing teams – senior management
Duration: 4 x 1hr
In these days of uncertainty, marketing and business development professionals are being called upon, more than ever, to demonstrate value, return on investment and a clear link to overall strategic objectives. But where can this go, beyond measuring digital marketing metrics and client instruction levels?
Sometimes it’s important to take a step back and evaluate marketing and business development performance objectively, drawing in all areas of a firm’s activities.
In this series of four 1hr workshops (or one half day), Helen Foord will navigate the step-by-step process of implementing a successful marketing and business development audit. She will discuss the ways in which marketing and business development can work alongside partners and fee-earners, HR, finance and client care teams, as well as external PR and digital marketing agencies, to establish a ‘joined-up’ approach to strategic planning, measuring and reporting.
Importantly, in taking you through the steps involved in a marketing and business development audit, Helen will show how you can support firm management in taking that much needed step back, to understand all of the elements that will stop them from achieving firm-wide goals.
Praised for her straight talking and honest approach, Helen believes in a warts and all approach to evaluating performance and goal setting, so be prepared for a few home truths!
- Why bother with a marketing and BD audit?
- What areas should you look at?
- Objective and goal-setting
- Structuring your audit
- Reporting and presenting your audit
- Communicating with stakeholders and getting buy-in
Workshop 2 – Looking at internal fields
- Clarity of Purpose (Governance)
- Key areas of work
- Internal stakeholders
Workshop 3 – Looking at marketing and business development
- Brand & messaging
- Business development
Workshop 4 – Looking at external fields
- External stakeholders
- Competitor analysis
- Macroenvironmental analysis
- Benchmarking and comparative analysis
- Identifying and prioritising your recommendations
This training is delivered by Zoom. All participants will receive a pack of information including slides, template documents and a checklist guide for completing a marketing and business development audit. Training can be split over four 1hr sessions or combined into one half day session (with breaks).