1. PETER SCOTT CONSULTING Strengthening your credibility and influence as a marketer Peter Scott Consulting

2. PETER SCOTT CONSULTING As a marketer - How can I best ‘add value’ to my clients (the firm’s fee earners)?

3. PETER SCOTT CONSULTING As a partner - What do I need to do to ensure I get ‘added value’ from the firm’s marketers?

4. PETER SCOTT CONSULTING Helping partners to win competitive tenders Dealing with the RFP Deciding whether we should ‘pitch’ What are our chances? Can we afford to win this ‘pitch’? Can we perform? Is there support within the firm?

5. PETER SCOTT CONSULTING Picking the right team – marketing’s input? Match the team to the client Profiles can be important to clients Less is more Balance the team Make sure the team will be the client service team

6. PETER SCOTT CONSULTING Preparing for the pitch Content – how will we convince them we will ‘add value’? Coaching – internal / external?

7. PETER SCOTT CONSULTING When you are at the pitch - Take ‘control’ of the meeting and keep the initiative Stay ‘on point’ You will have 20 minutes to demonstrate how you will add value Be discrete

8. PETER SCOTT CONSULTING You will add value if - You provide clients with what they want – and more At prices they perceive to be value for money; and You do this better than the competition

9. PETER SCOTT CONSULTING How to make a difference as a marketer? Make sure you have buy-in at the top Who do you report to? Will you be given the resource to build the team? Remember – the partners are your clients and client service is everything

10. PETER SCOTT CONSULTING Prising partners’ fingers off prize clients Forget restrictive covenants and garden leave! How to ‘lock-in’ your best clients? How to manage your risks?

11. PETER SCOTT CONSULTING ‘Institutionalise’ your clients Put in place a dedicated CRM programme Develop dedicated client care partners Build a culture of sharing – - reward cross-selling

12. PETER SCOTT CONSULTING A U.S. firm example The most important single factor in its evaluation of partner performance is: ‘Which partner/partners passed you most work last year?’

13. PETER SCOTT CONSULTING Strength in numbers The marketing team is only one element to a successful client winning law firm Need to integrate fully with – - Finance - HR - IT - Facilities

14. PETER SCOTT CONSULTING The TEAM is important Together Each Achieves More

15. H ow are you going to ‘add value’ to your firm?

16. PETER SCOTT CONSULTING Any questions?