1. Advanced Strategies in Marketing and Business Development Presented by: Art Kuesel North Shore Roundtable Rosenberg Associates

2. 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 trends 2

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4. Today’s Discussion 1. Definition of an Effective Marketing Director 2. Roles/Responsibilities 3. Performance Expectations 4. CSFs 4 4

5. Definitions

6. 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 Area 3.Delivers, manages an annual budget of 1-3% of revenues. ROI focused. 4.Delivers, manages a marketing plan annually 5.$85K+ in base compensation 6.Tells you what you should be doing: Brings strategic ideas that will work @ firm 7.May supervise a team 6 4

7. Roles & Responsibilities for an Effective Marketing Director

8. Roles and Responsibilities: Marketing Director 1.Annual marketing plan 2.Niche marketing 3.Online Presence and Social Media 4.Thought Leadership 5.Marketing Culture Development 6.C/P/R Events 7.Marketing Training 8.Client marketing 9.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.Recruiting 8 4

9. Performance Expectations: Marketing Director

10. 1.Earn trust and support of partners and associates 2.Meet annual performance goals (marketing plan, budget, etc.) 1.Grass-roots 2.Institutional 3.Move firm “forward” in marketing - adapt and change as needed 1.Marketing is evolving 4.Improve perception of firm (C/P/R/Recruits) 5.Other performance goals as defined 10 4

11. Common Variables: Marketing Director

12. Variables: Marketing Director 1.Skills and Strengths VARY GREATLY 2.Experience Level WILL AFFECT PERFORMANCE 3.Future Partner or Career Manager WILL AFFECT LONG TERM PERFORMANCE 4.Ability to Get Results Through Others CRITICAL TO LONG TERM SUCESSS 5.Responsibility without Authority CRITICAL TO LONG TERM SUCCESS 6.Role is Evolving…Rapidly… ADAPTABILITY IS KEY 7.Availability of talent locally… 12 4

13. CSFs: Marketing Director

14. 1.Winning Reporting Structure 2.Communication 3.Respect of Knowledge/Skills 4.Access to Valuable CPE 5.Good Plan 6.Sound Budget 7.Ability to Take Calculated Risks 14 4

15. Are You Ready for a Business Developer?

16. Knowing when you are ready 1.Firm of 50+ Headcount 2.In need of more growth than your current BD engine can deliver (thinking 2-5 years out) 3.Rainmaker(s) nearing retirement 4.Next gen partners weak in BD, YP’s too green 5.Market dynamics 6.Appetite for change 16

17. What Does it Look Like?

18. What does it look like? 18

19. Finding the Right Candidate

20. Internal Criteria 1.Desire 2.Past Performance 3.Partner Support 4.Network, Network, Network 5.Transition Considerations 6._________ External Criteria 1.Past Performance 2.Consultative Selling 3.Network, Network, Network 4.Professional Services Environment 5.__________ 20

21. Culture! 21

22. Compensation

23. Internal Criteria 1.Guarantee during transition 2.Base/Draw 3.Commission/ Bonus External Hire Criteria 1.Base/Draw 2.Commission/Bonus 23

24. 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 $175,000 24

25. 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$100,000 25

26. Integration and Critical Success Factors

27. Integration/CSFs 1.Clarity on Roles 2.Effective Communication 3.Trust Building 4.Effective Teaming on Pursuits 5.How to Handle Assists 6.Winning Reporting Structure 7.Commitment/Time/Patience 8.Measurement and Management of Pipeline 27

28. Integration/CSFs 1.Clarity on Roles 2.Effective Communication 3.Trust Building 4.Effective Teaming on Pursuits 5.How to Handle Assists 6.Winning Reporting Structure 7.Commitment/Time/Patience 8.Measurement and Management of Pipeline 28

29. Find Resources: kueselconsulting.com/NORTHSHORE

30. THANK YOU! Art Kuesel, President Kuesel Consulting, Inc. 312.208.8774 art@kueselconsulting.com www.kueselconsulting.com