Date of 2010 PM Forum confernce announced -
Wednesday 22 September
PM Forum Global Conference 2009
Relationships
Wednesday 23 September 2009
London, UK
Conference programme
09.00 - Chairman’s introduction
Hamish Munro
Chief Executive, Guildhall Chambers
In addition to introducing the day, Hamish looks at how attitudes have
changed based on this year’s PM Forum annual Snapshot survey contrasting
the views of marketers and MPs over where marketers should add value to
client relationships.
09.20 - Moderated Panel Session
Leverage and monetise your business relationships
Sue Holt
Cranfield School
of Management
Richard Hermann
Hubbard One
Andy Honess
QlikTech
Lee Bryant
Headshift
In an increasingly complex networked workplace, each employee has a number of
important relationships with prospects, clients and partners. Social networking sites are
facilitating new forms of collaboration through discussion groups, introductions and
knowledge sharing. Business systems now exist that can bring about massive
improvements in identifying and qualifying leads, predicting bid success and in the scope
and accuracy of client relationship maps.
Hear the latest thinking from Cranfield about business relationships, client lifetime
value and key account management. Explore the benefits of integrating social networks,
relationship strength measurement, CRM systems and news feeds within a corporate
firewall with Hubbard One. Learn from Headshift how new simple-to-use interactive
tools can help employees open doors, close deals and improve client service and from
QlikTech about the potential contribution of sophisticated business intelligence
systems.
The session will be moderated by conference chair, Hamish Munro. Panelists will be
available to answer your questions during the coffee break.
10.30 - Coffee Sponsored by Pivotal CRM
11.00 - Morning break-out sessions
Your first choice of the day – either stay in the main hall for an overview
session or choose a break-out workshop. Up to 20 members of the PM
Forum Marketing Leaders’ Group can choose to attend the sales coaching
masterclass.
OVERVIEW OPTION What type of sales and service are clients really looking for?
Denise Jagger
Eversheds
(ex GC ASDA)
Kevin Doolan
Eversheds
How do both internal and external clients prefer to be influenced? Great
technical delivery is usually expected.The main differentiator is how service is
delivered, with rapport and sustainable relationships at the heart of the
equation. Hear from clients on ways to improve your firm’s approach to sales
and client service through effective management of relationships.The session
will draw on the findings of a new survey from the MPF Sales &
Service Committee on client satisfaction using Cranfield-inspired
benchmarks.
MARKETING LEADERS’ GROUP OPTION Sales Coaching Masterclass
Max Landsberg
Heidrick & Struggles
Max Landsberg will be leading a sales coaching masterclass for senior marketers.
His best seller, The Tao of Coaching, aims to help people boost their effectiveness at
work by inspiring and developing those around them.The focus of the masterclass
will be to help participants to construct programmes that will support their senior
fee earners to engage with their client counterparts, with the objective of
developing more business.The session will have three parts:
- A presentation of tips and advice from previous successful programmes
- Peer coaching in participant pairs to work on current or imminent programmes
- A plenary discussion to share useful insights.
WORKSHOP OPTION
Each interactive workshop consists of a 30 minute briefing on a different type of business
skill from two experts, typically a senior marketer from a large firm and a consultant
knowledgeable of issues facing smaller firms.The briefing is followed by an hour of
exercises, case studies, discussion and debate. Each workshop is run in the morning and
in the afternoon with a maximum of 20 delegates, selected on a first-come first-served
basis.
Henrietta Jowitt
Advent
Robin Dicks
Thriving Company
Workshop A: Service gap analysis
Have you ever had your firm’s client service processes audited? Measuring
“service gaps” is critical to identifying the activities required for upper
quartile CRM performance. Get briefed and then work in groups to devise
and share action plans for tackling each of the five key gaps.
Andrew Shaylor
Ernst & Young
Joyce Renney
Lighthouse
Workshop B:Thought leadership in sales situations
Reaching out to potential clients is never easy. Creating and using your firm’s
thought leadership, especially presenting compelling intellectual capital –
strong ideas from experts – is key to the sales process in a downturn. Get
briefed and then work in groups to devise and share action plans for
thought leadership initiatives.
Halina Kochanowicz
Linklaters
Lee Smith
Gatehouse
Workshop C: Creating a cross-selling culture
When people are off-message or do not trust their colleagues, clients are
usually the first to notice. Most clients prefer firms with collaborative
cultures, but getting there is not easy. Get briefed and then work in groups to
devise and share action plans to bring about change in different types of
culture.
Jill Pett
Davis Langdon
Michelle Daniels
Extended Thinking
Workshop D: Collaboration in managing projects
Most of us spend most of our time working with others on projects.The CIM
is introducing a new module on project management in its Diploma.
Successful project outcomes depend as much on relationships as technical
skills. Get briefed and then work in groups to devise and share action
plans for getting the best from teams, whether involving clients, fee
earners and/or marketers.
Bernard Savage
Size 10 1/2 Boots
John Horsley
Marzar.com
Workshop E: Extending your contact base
When the going gets tough, the tough get networking. Smart networkers are
not sherman tanks but fearless chameleons, knowing when to advance and
when to hold back. Get briefed and then work in groups to devise and share
action plans to capitalise on different networking opportunities.
Linda Stevens
PricewaterhouseCoopers
Michael Michaelides
Allen & Overy
Workshop F: Bid success through commercial acumen
Advising partners on pricing decisions, the structure of transactions and
negotiation strategies requires detailed knowledge of clients, their needs and
what makes your partners special. Get briefed and then work in groups to
devise the perfect pitching toolkit for the modern
professional services marketer.
12.30 - Lunch
13.40 - Keynote Becoming indispensable
Octavius Black
Co-Founder,The Mind Gym
The twin keys to becoming indispensable are: deliver value and build trust. But what I think is valuable you may consider trivial. And just because you haven’t let me down, doesn’t mean that I trust you.
Best selling author and change guru, Octavius Black reveals how we become indispensable to our clients and colleagues:
• The difference between sensitive and sensible trust • How to recover when trust is lost • Ways to unearth hidden value • How to achieve more with less • The long game and when to quit
14.15 - Afternoon break-out sessions
Another choice to be made – either stay in the main hall for an overview
session or choose again from the morning workshop topics. Up to 20
members of the PM Forum Marketing Leaders’ Group can choose to attend
the power and influence masterclass.
Steven Pearce
City Jesters
Struan Robertson
Struan Robertson Associates
OVERVIEW OPTION Enhance your personal impact and presence
How do you develop existing relationships, prepare for new relationships and
cope with difficult relationships? Maximum performance is impossible when
held back by fear of failure or rejection.With your mind in the right place,
having great relationships becomes far easier. Struan and Steven will use
client-adviser case studies and role play involving actors to
illustrate practical tools and techniques that anyone can use to
manage relationships with partners and others.
MARKETING LEADERS’ GROUP OPTION
Roger Delves
Ashridge
Power and influence – how to be a player
Everything in organisational life is political. So do you want to be a player? Remember
that no leadership education is complete unless it is grounded in the political realities
of organisational life. In this masterclass, Roger offers different perspectives on
organisational politics and advice on styles of political behaviour, including how to
identify the political behaviour of others and the thinking that may lie behind that
behaviour. Learn from the master and then work in groups to devise compelling
strategies under his expert tuition.
WORKSHOP OPTION
Choose from the same interactive workshops as the morning session.
15.45 - Tea Sponsored by Pivotal CRM
16.00 - Q&A Panel session with the Managing Partners’ Forum
Client relationships in practice
Neville Eisenberg
Berwin
Leighton Paisner
Paul Edwards
DLA Piper
David Illingworth
Nuclear
Decommissioning
Authority
Ian Sears
Office of
Government
Commerce
Sir Paul Judge
Chartered Institute
of Marketing
People often appear to act as though relationships are unimportant. Hear about the
critical importance of sustainable relationships from: Neville Eisenberg when leading
firms and client teams; Paul Edwards when working with people from different
disciplines; Sir Paul Judge and David Illingworth when selecting professional advisers;
and Ian Sears when the UK public sector is balancing internal expertise, cost to the
taxpayer and the value provided by professional advisers. Debate with the prestigious
panel and MPF members how and where you should be focusing your efforts to enhance
these practical relationships.The Panel session will be moderated by the conference
chair, Hamish Munro.
17.00 - Chairman’s closing remarks
17.10 - Drinks reception Sponsored by Concep
To download the full brochure, click here