restructuring your marketing department for maximum roi form & function joe calve cmo morrison...

Restructuring Your Marketing Department for Maximum ROI

Form & Function

Joe CalveCMOMorrison & Foerster

"Nature who made the

mason, made the house.“

“Nature” (1836)

-- Ralph Waldo Emerson

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?• 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

• Functional considerations

• Business Development• Marketing• Communications• Technology• Design• Strategy• Other

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?• Key consideration: Nature of business development

• Sales Sales Support

• Range of BD services:

• Strategic Planning• Coaching• Targeting• Pitches/Proposals• Other

Biz-Dev

Marketing

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

Marketing

Biz-Dev

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

• Function: • What objectives are we trying to achieve?

• Form:

• Which organizational structure will get us there?

Restructuring Your Marketing Department for Maximum ROI

Form & Function

Joe CalveCMOMorrison & Foerster