1. Map of Marketing  and Sales Process

2. Need for Vision

• To be the leading law firm in Australia:
• Marketing, sales and operating processes all need to be framed with a purpose in mind.
• This aspiration governs everything that the firm does.

What does "leading" mean?

• Owners
• 30% return on revenue
• Clients
• Research confirms firm seen by major corporates as best supplier of consulting services
• Staff
• Research confirms that firm seen by all levels of staff as the best place to work

3. Role of Positioning

• What industries?
• What companies? (large, medium, small)
• What clients?
• What services?
• A lot of choices

4. Importance of Differentiation

• Differentiation based on our assets
• People
• Know-how (consulting, industry, issue, thought leadership, etc.)
• Processes and systems
• Style
• Track record
• Customer relationships
• Brand - reputation

Which ones do we choose and why?

5. Role of Values

• The brand is a result of
• What we do (products/services)
• How we do it (behaviours)
• So every professional has a chance to enhance or dilute the brand with every client interaction
• Consistent behaviours with clients is a key feature of every world class professional services firm

6. High Level Process Map

7. Account Management

• Greater focus on customer's business
• Focus on understanding customer organisation and developing relationships
• Uniform process for planning and managing all accounts
• Pragmatic and system process for identifying biggest profit improvement areas, developing competitive solutions and cost-effective plans
• Focus on priorities
• Teamwork approach

Aim: To increase customer satisfaction and to identify solutions which grow customer’s business

9. Standard Account Management Tools

• Account Planning Tool
• Addressing all the business you do with the account
• One plan per account (very large organisations may justify more than one plan)
• Update and review quarterly
• Customer Satisfaction Scorecard
• Identifying major improvement areas
• Update and review as appropriate
• Opportunity Planning Tool
• Managing specific pieces of potential business (bids and prospects)
• One plan per significant sales opportunity within the account
• Continual update and review process

Success through anticipating and meeting customer needs better.

10. Account Management – Summary

11. Bid Management

12. Sales Management