The Passle Podcast - CMO Series
Business:Marketing
In this episode of the podcast we caught up with Barbara Koenen-Geerdink, Global Head of BD & Marketing at Ince, and author of 'Beyond Billable Hours: Your guide to career success in professional services firms' to ask her how individuals in Business Development and Marketing roles can support fee earners in their BD activities.
Barbara talks about the importance of strategy and planning and making sure that each individual activity, be it an event, conference, sponsorship etc aligns with the overall strategy of the firm. Part of this is helping fee earners to understand the return on investment of their efforts.
Barbara also gives some insight on how to do this at scale discussing the importance of ownership from individual sector BD leads and empowering the fee earner who "have some fantastic ideas" to action them.
To close, Barbara explained that you don't need to re-invent the wheel, you can focus on what you are doing well as a firm and try to do that better. Often there are opportunities right in front of you - low hanging fruits - and this is a good place to focus efforts.
Episode 29 - Burr and Forman on aligning marketing and BD activities with the firm’s overall strategy
Episode 28: Angela Quinn of Husch Blackwell on aligning your firm around the client experience
Episode 27 - Valerie Brennan of Munger, Tolles & Olson on building a law firm brand effectively
Episode 26 - Marisa Eubanks of RumbergerKirk on how to encourage your lawyers to stay on top of BD activities
Episode 25 - Erin Corbin Meszaros of Eversheds Sutherland on rising to the challenges of legal marketing
Episode 24 - Tamara Costa of BLG, on ESG and the role of marketing
Episode 23 - Laura Nicholls of Ashurst on what it takes to build a great career in legal business development
Episode 22 - Mark Hunter of Hicks Morley on what it takes to build effective business development skills in lawyers
Episode 21 - Andrea Stamp of Forbes Solicitors on building recognition in key regions with strategic campaigns
Episode 20 - Lee Garfinkle of Goodwin on building a dominant industry position in legal services
Episode 19 - Kalisha Crawford of Ropers Majeski on making data work for your firm
Episode 18 - Beth Huffman of Nelson Mullins on attracting, developing and retaining marketing talent
Episode 17 - Amy Shepherd of Ballard Spahr on the duties of care as a CMO
Episode 16. James Stapleton on calculating ROI of marketing and BD activities
Episode 15. Carolyn Manning of Mintz on the importance of a firm’s brand
Episode 14. Julie Henson of Taft, Stettinius & Hollister on building more productive client relationships
Episode 13. Craig Budner on Growth Opportunities at Law Firms
Episode 12. Despina Kartson on Business Development Leadership in Professional Services
Episode 11. Julia Bennett on the missing piece in client relationships at law firms
Episode 10. Susan Ahern of Clark Hill on building marketing into a trusted voice in the boardroom
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
B2B Agility™ with Greg Kihlström
The Agile Brand™ with Greg Kihlstrom
CMO Confidential