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Form & Function

Joe Calve CMO Morrison & Foerster. Form & Function. Restructuring Your Marketing Department for Maximum ROI. "Nature who made the mason, made the house.“ “Nature” (1836) -- Ralph Waldo Emerson. What Do You Do With A Do-Over?.

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Form & Function

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  1. Joe CalveCMOMorrison & Foerster Form & Function Restructuring Your Marketing Department for Maximum ROI

  2. "Nature who made the mason, made the house.“ “Nature” (1836) -- Ralph Waldo Emerson

  3. What Do You Do With A Do-Over? • Many firms go through stages in their marketing and business development: • Toe-in-the-Water • Branding for Fun & Profit • Getting Serious With Serious Money • To BD or Not to BD? • The Big Reset

  4. Form & Function:What Are Your Firm’s Objectives? • Do you have a business strategy? • Explicit v. Implicit • Where is your attention focused? • Inside-Out v. Outside-In • Are you monitoring/measuring your progress? • Activity v. Effectiveness

  5. Many Paths, One Objective • Functional considerations • Business Development • Marketing • Communications • Technology • Design • Strategy • Other

  6. Many Paths, One Objective • Organizational considerations • Administrative structures (e.g., legal departments) • Practice groups • Industry groups • Client teams • Offices • Regions • Non-legal departments (e.g., recruiting) • Individuals • Other

  7. Marketing v. Business Development:The War Rages On – Or Does It? • Key consideration: Nature of business development • Sales Sales Support • Range of BD services: • Strategic Planning • Coaching • Targeting • Pitches/Proposals • Other

  8. Biz-Dev Marketing

  9. Marketing v. Business Development:The War Rages On – Or Does It? • Key consideration: Nature of marketing • Sales Marketing Support • Range of marketing services: • Branding • Events/sponsorships • Direct mail/email • Collateral • Media relations • Other

  10. Marketing Biz-Dev

  11. The Integrated Matrix Organization • Making it all work together: • Shared objectives • Managed expectations • “Joint and several” ROI responsibility • Clear lines of accountability • Incessant communication • Emotional intelligence • Product/process knowledge • Leadership

  12. Form Follows Function • Function: • What objectives are we trying to achieve? • Form: • Which organizational structure will get us there?

  13. Restructuring Your Marketing Department for Maximum ROI Form & Function Joe CalveCMOMorrison & Foerster

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