1. Silvia L. Coulter, Vice President, Hildebrandt Baker Robbins Nathaniel Ford, Partner, Faegre & Benson Aligning Key Marketing Initiatives with Firm Objectives: A Tactical Approach

2. Today’s Agenda Using the “voice of the firm” to shape your team’s strategy Holding firm management and your team accountable Connecting with important stakeholders Professional development for your team Integrating marketing and business development effectively

3. Shaping Your Team’s Strategy Solicit input from firm management Follow the path of the firm Listen to your clients Align strategic objectives and implementation

4. Accountability Up and Down Develop measurable goals – Revenue goals Marketing Dept. and Firm Departments Transparency is important for successful initiatives – Good or bad success can be helpful

5. Stakeholder Buy In Facilitates Success Collaboration and communication with key stakeholders Motivate and reward the team

6. Knowledge Unlocks Doors Develop a professional development game plan that supports the Marketing/Business Development Plan and the Firm’s Plans Focusing on executing a plan—specific industry focus – Industry conferences – Understanding needs of clients – Track the spend and the ROI; assess success Leverage research tools and client surveys

7. Effectively Integrating Marketing and Business Development Align the Marketing Department to be totally integrated with Business Development – The culture depends heavily on marketing support Activities that enhance firm reputation Systems and tools to increase efficiencies Research to support sales strategies Solicit firm support for building the right team Institutionalize processes and procedures to drive alignment of strategy

8. Three Things You Can Do Now Interview key stakeholders Design a business development training program Drive target list development

9. Questions? Thank you. Silvia L. Coulter; scoulter@hbrconsulting.comscoulter@hbrconsulting.com Nathan G. Ford; nford@faegre.comnford@faegre.com

10. Create the right team