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Strategic Marketing is not about buzz words or silver bullets. Success stems from Intentional Listening ... an understanding of marketplace realities ... deep, relevant experience ... And Collaboration with stakeholders in the creation of Solutions that connect with the target audience |
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Marketing Brain Fodder
A dynamic marketplace means change. And change brings opportunity. For nearly two decades the Marketing Brain Fodder blog has been a source for ideas, tools and strategies central to the development and marketing of a sustainable professional services practice.
Business Development is Not Complicated
Hard work? Indeed…because it is, at its core, about succeeding at relationships…and we all know that almost anything having to do with relationships is hard work. But the quest for formulas, fast-fixes and a magic planning template notwithstanding, biz dev success does not reside in a silver-bullet or one-size-fits-all solution.
How To Deliver Value Through BizDev Activities
When the goal is to develop new business relationships in a competitive marketplace, simply being visible — having your name “out there” — isn’t near enough to differentiate you from the crowd. And though there are certainly approaches to visibility that can elicit a Wow, if your marketing focuses solely on name recognition, you will always be vulnerable to anyone willing to invest enough to upstage your efforts.
Real Leadership Inspires Uncommon Vision
Some accomplish it with a pen mightier-than-any-sword. Some with eloquent oratory. For many the tool is as simple as an invitation — how may I help you? Or the offer of a cup of cold water Some speak volumes with the sheer force of example. Whatever the methodology, real leaders encourage conversations — around core ideas, fundamental values, consequential agendas, and aspirational vision.
Managing Commotion Vs. Leading Through Disruption
In organizations where management is mistaken for leadership, and success is only measured in terms of daily, monthly or quarterly metrics, there is the risk of missing a disruption that may redefine the marketplace. Great organizations cultivate leaders able to see beyond daily commotion, looking toward a spot on the horizon that beckons.
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Strategic Business Development Process
With the caveat that there isn’t a cookie-cutter that fits every situation, a successful business development plan will create sustained visibility, deliver measurable value to the target, and facilitate the opportunity for a face-to-face pitch. While the specifics for how to execute at each phase will vary, this graphic is offered as an initial way to think about the path your efforts follow.
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Eric is strategic in his thinking, personable, responsive, insightful, and skilled in growing a business.
I first met and worked with Eric Fletcher in 2000 when I was COO of an Am Law 100 law firm and Eric served in an executive leadership capacity in the Marketing Department. Eric is a person of enormous talent. He is strategic in his thinking, personable, responsive, insightful, and skilled in growing a business. I have started two professional service consulting ventures in the last decade, and Eric has been my sounding board for strategic direction and market analysis. I recommend him highly, without reservation." Roger Hayse, ormer AmLaw COO; Director, Hayse LLC
MoreThey don’t pass out awards for Listening, but this is where winning communication begins. Simply creating awareness misses the mark. The best messaging we can muster is of no consequence unless the target decides to listen. Effective initiatives have an ear bent permanently toward the target.This is the foundation of Strategic Marketing.”
