Advanced Strategies in Marketing and Business

DevelopmentPresented by: Art Kuesel

North Shore Roundtable

Rosenberg Associates

Art Kuesel, President

EXPERIENCE

¨ Sales Executive¨ 3 years inside $60M CPA firm¨ 5 years inside $25M CPA firm¨ 6 years at PDI/Koltin Consulting¨ 2.5 years at Kuesel Consulting

EXPERTISE Sales Coaching Sales/Marketing Training

EXPERTISE (Cont.) Keynotes, Presentations,

Workshops on Growth Growth Plan

Development/Implementation Managing Partner Coaching Sales & Marketing Recruiting

STREET CRED→ Top 100 Most Influential Person in

Public Accounting→ In-house and external experience→ Clients include scores of T250 Firms

including a third of the T100→ Frequent writer and blogger for

Accounting Today→ Accomplished speaker and

presenter on growth trends2

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Today’s Discussion

1. Definition of an Effective Marketing Director2. Roles/Responsibilities3. Performance Expectations4. CSFs

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Definitions

Do you REALLY have a Marketing Director?1. Seven+ Years of Experience (Preferably in

Professional Services)2. Bachelor’s Degree in Marketing, Communications,

or Related Area3. Delivers, manages an annual budget of 1-3% of

revenues. ROI focused.4. Delivers, manages a marketing plan annually5. $85K+ in base compensation6. Tells you what you should be doing: Brings strategic

ideas that will work @ firm7. May supervise a team

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Roles & Responsibilities for an Effective Marketing Director

Roles and Responsibilities: Marketing Director

1. Annual marketing plan2. Niche marketing3. Online Presence and

Social Media4. Thought Leadership5. Marketing Culture

Development6. C/P/R Events7. Marketing Training8. Client marketing9. Brand Management

9. Budgeting

10. Coaching on Pursuits

11. CRM/Database

12. Collateral

13. Proposals

14. Internal Communication

15. Sponsorships

16. Advertising

17. Public Relations

18. Recruiting84

Performance Expectations: Marketing Director

Performance Expectations: Marketing Director

1. Earn trust and support of partners and associates2. Meet annual performance goals (marketing plan,

budget, etc.)1. Grass-roots2. Institutional

3. Move firm “forward” in marketing - adapt and change as needed

1. Marketing is evolving4. Improve perception of firm (C/P/R/Recruits)5. Other performance goals as defined

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Common Variables: Marketing Director

Variables: Marketing Director

1. Skills and Strengths VARY GREATLY2. Experience Level WILL AFFECT PERFORMANCE3. Future Partner or Career Manager WILL AFFECT

LONG TERM PERFORMANCE4. Ability to Get Results Through Others CRITICAL TO

LONG TERM SUCESSS5. Responsibility without Authority CRITICAL TO LONG

TERM SUCCESS6. Role is Evolving…Rapidly… ADAPTABILITY IS KEY7. Availability of talent locally…

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CSFs: Marketing Director

CSFs: Marketing Director

1. Winning Reporting Structure2. Communication3. Respect of Knowledge/Skills4. Access to Valuable CPE5. Good Plan6. Sound Budget7. Ability to Take Calculated Risks

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Are You Ready for a Business Developer?

Knowing when you are ready

1. Firm of 50+ Headcount2. In need of more growth than your current BD

engine can deliver (thinking 2-5 years out)3. Rainmaker(s) nearing retirement4. Next gen partners weak in BD, YP’s too green5. Market dynamics6. Appetite for change

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What Does it Look Like?

What does it look like?

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Very Part Time Partner BD

Almost Full Time Partner BD

Full TimeBD Executive

• (What you have now – hopefully!)

• Is it optimized?• Is it strong

enough on its own today/future?

• Is it consistent?

• Transition all or part of book

• Marketing Hours = 50%+

• Compensation considerations

• Two year runway

• $500K target goal

• Non-partner hire

• 100% focus on revenue generation

• Proven and experienced

• $500K minimum goal

Finding the Right Candidate

Finding the Right Candidate

Internal Criteria1. Desire2. Past Performance3. Partner Support4. Network, Network,

Network5. Transition

Considerations6. _________

External Criteria

1. Past Performance

2. Consultative Selling

3. Network, Network, Network

4. Professional Services Environment

5. __________

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Culture!

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Compensation

Compensation

Internal Criteria1. Guarantee during

transition2. Base/Draw3. Commission/

Bonus

External Hire Criteria

1. Base/Draw

2. Commission/Bonus

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Compensation Sample - Internal

Partner Book

Partner Comp

Reduced Book

Reduced Book Comp

New Sales Needed

Commission Needed to Stay Even

$1,000,000

$350,000

$500,000

$175,000

$500,000

$175,00024

Compensation Sample – External Hire

Sales Needed

Profit Available

Base Salary

Commissions

$500,000$1,000,000

$175,000 $ 350,000

$100,000$120,000

$ 50,000$100,00025

Integration and Critical Success Factors

Integration/CSFs

1. Clarity on Roles2. Effective Communication3. Trust Building4. Effective Teaming on Pursuits5. How to Handle Assists6. Winning Reporting Structure7. Commitment/Time/Patience8. Measurement and Management of Pipeline

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Integration/CSFs

1. Clarity on Roles2. Effective Communication3. Trust Building4. Effective Teaming on Pursuits5. How to Handle Assists6. Winning Reporting Structure7. Commitment/Time/Patience8. Measurement and Management of Pipeline

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Find Resources: kueselconsulting.com/NORTHSHORE

THANK YOU!

Art Kuesel, President

Kuesel Consulting, Inc.

312.208.8774art@kueselconsulting.com

www.kueselconsulting.com