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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

Joe CalveCMOMorrison & Foerster

Form & Function

Restructuring Your Marketing Department for Maximum ROI

slide2

"Nature who made the mason, made the house.“

“Nature” (1836)

-- Ralph Waldo Emerson

what do you do with a do over
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
form function what are your firm s objectives
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
many paths one objective
Many Paths, One Objective
  • Functional considerations
    • Business Development
    • Marketing
    • Communications
    • Technology
    • Design
    • Strategy
    • Other
many paths one objective1
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
marketing v business development the war rages on or does it
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
slide10

Biz-Dev

Marketing

marketing v business development the war rages on or does it1
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
slide12

Marketing

Biz-Dev

the integrated matrix organization
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
form follows function
Form Follows Function
  • Function:
    • What objectives are we trying to achieve?
  • Form:
    • Which organizational structure will get us there?