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19/23/2016
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Stuart Dey – European Region
Business Development in Action
2
Business development in action• Who
• Plan
• Action
• The Beacon Group
• Ideas
3
European Business Development CommitteeName Firm Country
Oliver Kächele (Chair) SH&C Group Germany
Stuart Dey (Vice chair) Shipleys LLP UK
Thijs Luchtenburg DK Accountants & Adviseurs Netherlands
Edmund Heaslip MTG Group Germany
Werner Kleinle Wirtshaftstreauhand Group Germany
Anton Kanalov Interexpertiza Ltd Russia
Francesco Mangiameli Caramanti Ticozzi & Partners Italy
Russell Tenzer Haslems Fenton UK
David Muntané Munt Audit & Forensic Spain
Norbert Mevissen Schaffer & Partner Germany
Lefkios Joannides Joannides & Co Cyprus
Martin Felanda Schaffer & Partner Czech Republic
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Plan: AGN International Business Development
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AGN International Business Development Plan• Global AGN Brand
• Brand, positioning and message
• Global website
• Social media
• Corporate collateral
• Press releases
• Template library
• Transparency report
• Business Opportunities
• Business opportunities bulletin
• Sales groups
• Sector strategy
• Sales and pitch methodology
• Customer Service
• Thought leadership = Customer engagement
• Client satisfaction – another indicator of standards
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Brand: Survey of European members websites• Why?
• Criteria
• Results
• Follow up
• Guidance / sharing
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Results
11% 37% 52%
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Website best practice guide
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Sectors• Property & Construction - Ted Heaslip
• Financial Services - Stuart Dey
• Manufacturing - Dr Werner Kleinle
• Forensic Services – David Muntané
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Sector webpage - Property & Construction
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Sector webpage -Manufacturing
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Sector share group - Financial Services• Initial call
• The role of Sector strategy in AGNs Global Business Development Strategy
• Brief outline of member firm and Financial Sector work
• Possible sharegroup actions
• Reminder of AGN Sector strategy
• EU FS sector
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Financial Services – next steps?• Member firm website
• AGN website
• Thought leadership
• AGN Sharegroup
• Client / potential client sessions at conferences
• Webinars / videos
• Get involved!
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Sector BOBs• Why create an alternative
investment fund in Cyprus?• Calling overseas UK property
owners – critical tax changes
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Business
Objectives
Service Strategy
Product
Strategy
Market AssessmentIdentify critical European
sector categories based on;
• Existing client bases
• Skills base
• Potential client issues
that present opportunity
for AGN firms.
Sub sector
selection- Identify the top 3 sub
sectors within the category
eg for Professional
services: law, accounting
and architect firms.
- Begin to gather internal
supporting evidence and
corporate knowledge about
the sector.
Align internal
specialists- Identify an individual to
lead the development of
the sector
- Leader to pull together a
small development team to
follow this program.
- These people must be
prepared to be active and
must have a good working
knowledge of the issues
within the sector.
- Align marketing to support
the sector strategy
- Align research to support
the sector strategy
Short term response Medium term response
Leverage ‘source of sector
authority• Develop case studies from marquee clients
• Ensure case studies have client permission
and client endorsement (quote)
• Gather other citations and supporting
evidence from commentators and experts.
Capability statement- Draw together top 10 case studies into a sector
capability statement
- Cap stat is the document that shows off your
understanding of the strategic issues facing the
sector and how this manifests into practical client
problems that AGN can solve.
- The case studies illustrate your track record
Adapt existing materials - Create top 100 sector target list and allocate
- Create a sector landing page on main site
- Where possible adapt existing content and use
sector language, images, jargon
- Consider webinars, brochure-ware,
newsletters, SM content
Social media- Use a ‘curator’ strategy for social media - - ie
regularly target 100 with useful, related,
interesting content.
Client targeting1. E-mail researched relevant useful sector
content – with links to case studies –
regularly to clients and contacts
2. E-mail webinar invite – links to case studies
3. Follow up with SM – (link)
4. Follow up with telesales/appointment
5. Client visits and conversions.
6. Broaden sector contact database with
related contacts such as sector journalists,
non competitive specialists, sector
commentators.
Behavioral
Demographic
Industry
sector
Geographic
Intelligence gathering- Gather, analyze and distribute sector desk research to
sector teams
- Brief research agency to conduct profile research to:
- Understand key barriers to using AGN, competitor
activity, understand product life cycle, marketing that
will work, critical features and benefits.
- Use the research to further craft strategy.
- Train staff around this knowledge and how to use it in
targeting sector clients and prospects.
- Set up regular sector ‘alerts’ that provide practitioners
with the latest developments in the sector.
A longer term play- The following tactics are designed to deliver long term
credibility, assist with client engagement and provide tools
to use to follow up on any initial rejection.
Gaining credibility- How can AGN work with the XYZ client and/or the ABC
client/intermediary to develop useful positions, material,
value add content?
- Talk to trade associations to understand the issues in
the sector that might impact purchase of AGN services
- Co-brand (with sector trade association) a series of
sector guides and/or sector research highlighting these
issues and potential solutions
- Explore all appropriate channels with this content –
website, social media, webinar and seminars.
Strategic planning
Longer term strategies- Second staff into client organisations to gain greater
knowledge over time.
- Develop alliances with international sector brands that
carry credibility.
- Sponsor academic research, chair or professorship
within a global academic institution.
- Train key staff, transfer sector knowledge, form global
sales groups to share knowledge.
- Develop globally accessible bank of proposals.
- Invest in key staff with deep knowledge – fly them into
support country based sector development and client
targeting
BD objectives
Segmentation
strategy
Brand Strategy
Tactical response
AGN sector plan on a page
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Opportunities• Beacon Group
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Opportunities: Beacon Group (1)
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Opportunities: Beacon Group (2)
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Opportunities: Beacon Group (3)
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Opportunities: Beacon Group (4)
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Marketing now: The roles of big data’ and ‘digital’• Potential clients
• Piggybacking
• Website visitors
• Companywatch
• Crystalknows
22
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Crystalknows.com
• Profile
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Crystalknows.com
• Relationships
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Plans:• Sectors – crack on!
• LinkedIn – share experiences and ideas
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Thank you!
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Other• Tax Surveys
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What they believe
You can do
Telling the world
Brand Marketing
Focus
Things you
can do
Technicalexcellence
GreatService
TargetingPeople whoAre likely to
use us
Gettingon the
listWinningthe pitch
Providing the proof
Charts sample
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Tables sample