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The PSMG 22nd Annual Conference - Business Development in a changing world

The PSMG 22nd Annual Conference - Business Development in a changing world
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22 Nov 2017 08:00 - 17:30

Venue: One America Square Conference Centre, 17 Crosswall, London EC3N 2LB.

The 22nd PSMG Annual conference will analyse the “business of business development” within the increasingly fast-paced, challenging and changing landscape in which clients, professional services firms and their marketers now operate.

The professional services sector is changing at an unprecedented rate. Change is being driven by a range of factors, including the rise of increasingly-sophisticated clients, a growing number of competitors, new technology, economics and politics. 

We can only expect more change to affect our sector in the next few years. Brexit, the rise – and possible fall – of China, the possibilities of India, artificial intelligence: these are just some of the market changes that professional service firms must prepare for and respond to. 

While it is difficult to plan for specific eventualities where the outcome is uncertain, it is nevertheless best practice to prepare for change that is likely to occur. You’re far more likely to successfully respond to a changing market if you’re not standing on a burning platform while doing so. 

The prospect of ever more change in the professional services sector raises several key questions for marketing and business development professionals. How should our firms react in these uncertain times? How can we position ourselves, as individuals, as agents of change within our firms? How can we ensure our practice not only survives in this uncertain future, but also flourishes? 

We must think about these things now!

As a group, we can use our unique skills to equip our firms with the vision and confidence to proactively embrace change. We need to initiate conversations, and persuade our partners that change is necessary. We must also learn from our clients what they want and need – many of them are also undergoing profound change.

As marketers, we should not be afraid to be truly forward thinking, and proactively drive market change. We should not be afraid to take inspiration from other sectors, or to roll out services that are entirely new. Anyone firm can deliver a new service in response to a known demand: it takes a brave soul to “build it and they will come”.

Indeed, in an era of change, marketers shouldn’t just help facilitate new ways of working, new service lines or new products – although this should help our firms to become more client-centric. Rather, we should focus on creating an environment where our firms can quickly adapt to whatever changes the market throws at us, while still remaining a compelling proposition for our clients to instruct. 

“It’s not the strongest or the most intelligent that will survive but those who can best manage change” - Charles Darwin

Let’s be courageous!  

 

Conference Chairperson and afternoon keynote

Helena Samaha, Head of Legal – Content and Programming Europe, Liberty Global        

         

Keynote details will be released shortly!


Morning Keynotes

Laurie Robertson, Chief Marketing Officer, Baker McKenzie  

"Business Development - Agent of Change"

Laurie Robertson will share his views on the importance of BD to act as an agent of change within a firm.

All firms are trying to change more quickly to address changing client demands, changing competitive landscape, changing economy. BD can help accelerate that change as the group who do look outward at the environment more than inward at the product. We can do that by using our unique sets of skills to influence the partnerships towards a more client-centred way of doing everything. Firms have been talking about client centricity for well over a decade but we are still a long way behind other industries.  We need to be (to quote Martin Reeves of BCG) " embedded in the larger environment of our clients' ecosystems".

      

Cindy Godwin, Chief Marketing Officer, AlixPartners   

"Doing brave things: Influencing change, with or without authority"

Brave people are willing to do things that others are not. Sometimes the best solutions lie beyond the comfort zone of any one individual. Cindy will take us through strategies and tactics, illustrated by case studies, to unlock internal resources and identify external partnerships. By aligning people and destinations, we can make courageous decisions that change conversations and mindsets, and allow us to drive sustainable change, within our organisations and beyond.
   

    Workshop Presenters include    

 

Tina Gandesha, ‎Head of Clients and Sectors and Isha Chander, Head of FinTech Ecosystems, both Addleshaw Goddard LLP    

Tim Hughes and Alexander Low, both Directors at Digital Leadership Associates   

Richard Tromans, Founder, TromansConsulting  

Jeremy Ford,  Head of Client Relations, Financial Institutions, White & Case, Zelinda Bennett, International Marketing & Business Development Director, DLA Piper, Dominic de Mariveles, Client Relationship Director at Berwin Leighton Paisner and Michelle Elstein, Director of Market Development and Strategy, Europe, Morrison & Foerster 

Deven Vyas, Director of Client Development, and Dominic Corser, Learning & Development Manager, and Alex Smith, Innovation Hub Manager, all at Reed Smith LLP  

Cindy Godwin, Chief Marketing Officer, AlixPartners and Laura Daley, Founding Partner, Insight Learning Partners

 

Morning

Workshop 1:     

Jeremy Ford,  Head of Client Relations, Financial Institutions, White & Case, Zelinda Bennett, International Marketing & Business Development Director, DLA Piper, Dominic de Mariveles, Client Relationship Director at Berwin Leighton Paisner and Michelle Elstein, Director of Market Development and Strategy, Europe, Morrison & Foerster    

“Marketing: Support staff, admin, cost centre … How do we move to business partner?" 

These are all terms used to describe the Marketing team in law firms. How do we make this essential business partners? 

This workshop will address how to evolve the perception of your BD & marketing team to a business critical, client-facing and value-adding function in a healthy, client-centric and profitable legal business. 

Led by a panel of senior law firm ‘disruptors’, delegates will work together to share innovative thinking and effective approaches to changing the perception of their function internally, and externally. 

Workshop 2:

Tina Gandesha, Head of Clients and Sectors and Isha Chander, Head of FinTech Ecosystem Development

"Making a mark in the rapidly growing world of FinTech"


Many are now realising that FinTech, the marriage between financial services and technology, is a high growth sector, and offers firms a massive opportunity to advise market disruptors - old and new alike. But, in order to win a stake in this fast paced and innovative market, it is necessary for professional services firms to be imaginative and inventive.

But how do you do this successfully?

This workshop will address key methods such as leveraging a product based approach to target a very nimble and fast moving market.

Addleshaw Goddard have been ranked as 'standout' and came second in the 'Supporting Start-ups' category for AG Elevate, their FinTech programme, at the Financial Times Innovative Lawyers Awards 2017
 

Workshop 3:

Deven Vyas, Director of Client Development, and Dominic Corser, Learning & Development Manager, and Alex Smith, Innovation Hub Manager, all at Reed Smith LLP 

"A practical innovation toolkit to create a new generation of commercially successful digital products”


The rapid digitisation of legal services and new emerging business models is disrupting the way the professional services has traditionally delivered services and value. This is a time of great opportunity but how do we capitalise on the digital and global reach of new product approaches.

We increasingly need to bring together cross functional teams of digital specialists, including new roles like innovation lead or product managers, to make these new products drivers of change and revenue.

This session will be a practical workshop stepping through a digital opportunity to teach some new techniques for looking at ideas and opportunity in a collaborative and fun way. The session will leverage some service design methods from the software and corporate product development world.

Afternoon


Workshop 1:  

Richard Tromans, Founder, TromansConsulting            

"AI in the Professional Services Firm"    

This highly interactive workshop is about how BD teams in PS firms, in particular law firms, may need to think about how they can approach the use of AI, covering:

•What is AI and what can it do for a PS firm’s clients?
•How do we sell AI-augmented services to the firm’s clients?
•Using AI services primarily as a BD tool.

This workshop is aimed at helping BD teams to consider what AI can do for a firm’s clients and how to address the challenges e.g. price vs efficiency, and the opportunities, e.g. creating new value, that the professionals face. 

This is NOT a session about AI tools for BD teams to make use of.  It is about the AI tools the fee earners use and which clients are beginning to ask them to use. 

The focus is very much about legal sector use of AI, but it may be applicable to other sectors. This will be highly interactive and delegates will be asked to work in groups during parts of the session. 

Workshop 2:

Alexander Low, Director of Social Selling & Account Based Intelligence, Digital Leadership Associates and Tim Hughes, Co-Founder and CEO, Digital Leadership Associates

"Artificial Intelligence - the death of BD & Marketing or a new beginning?"

  • What is AI in Sales & Marketing
  • Why social is critical to getting the best out of AI & Machine Learning
  • What is Account Based Intelligence & why it will change the way you go to market

Workshop 3:

Cindy Godwin, Chief Marketing Officer, AlixPartners and Laura Daley, Founding Partner, Insight Learning Partners

"Doing one brave thing; what’s yours?"


The best learnings are simple to understand and hard to implement. Predatory listening and responding has become a real barrier to effective teamwork and change. An important catalyst for change is the ability to listen and build off the energy of the people we work with and the environment around us.

In this workshop, we will utilise the skills and resources of our peers to identify courageous opportunities and help each other to become agents of change.

 

The Conference  

The PSMG Annual Conference is one of the most exclusive and prestigious professional services marketing conference in Europe. It provides a forum for delegates from the UK, Europe, the Middle East, US and Australasia to learn, discuss and share information on new developments in the professions. The Conference combines creative, relevant thinking with practical, achievable solutions to the complex issues faced by marketers in a changing landscape.  

The Conference is recognised by the Chartered Institute of Marketing, The Law Society, The Institute of Chartered Accountants in England & Wales and the Royal Institution of Chartered Surveyors for continuing professional development and qualifies for 6 CPD points and 18 CPE points.  

Who should attend?

Senior marketing professionals, heads of function, marketing and business development directors, managers and partners from leading UK and international professional service advisory firms, market commentators, academics and consultants.

Programme

 

8.00am         Registration & Continental Breakfast

 

8.45am         Welcome & introduction Gail Jaffa, Managing Partner, PSMG

 

8.50am         Chairman’s introduction

 

9.00am         Keynote Speaker 1

 

9.40am         Keynote Speaker 2

 

10.20am       Morning coffee

 

11.00am       Workshops Round 1 (3 sessions)

 

The delegate fee includes a choice of workshop in both the morning and afternoon

 

12.30pm       Buffet lunch  

 

1.45pm         Morning workshop roundup with the presenters

 

2.15 pm         Workshops Round 2 - (3 Sessions)

 

The delegate fee includes a choice of workshop in both the morning and afternoon

 

3.45pm           Afternoon tea

 

4.15pm           Afternoon workshop roundup with the presenters

 

4.45pm           Keynote speaker 3 (to include Chairman's summary and conclusions)

 

5.15pm         Networking drinks reception with Live Music with "The Power of Three "Trio"    

Delegate Fees:                                      
 

PSMG Members                              £550.00  

2nd & subsequent                          £520.00


Non Members                                £650.00  

2nd & subsequent                          £620.00  

 

International Delegates                   £475.00 

Early Bird discounts available up to 31st August 2017

 


PSMG Members                               £520.00  


2nd & subsequent                           £495.00


Non Members                                  £620.00  


2nd & subsequent                           £595.00 

 

Registration Fees (exclusive of VAT): The registration fee includes attendance at a workshop in both the morning and afternoon. 


 
Booking a place is simple - either email gail.jaffa@psmg.co.uk or telephone 0207 033 9150

 

Terms and Conditions of Booking:

Cancellation by you: Cancellation received in writing to the PSMG office or by email to gail.jaffa@psmg.co.uk more than 28 days before the conference date will receive 50% refund of the registration fee. We regret that there are no delegate fee refunds for cancellations within 28 days of the conference date or for non-attendance. Transfer to another delegate name is permitted.

Cancellation by us: It may be necessary for reasons beyond the control of PSMG LLP to change the content or timing of the programme, speakers, date or venue and all registered delegates will be notified in the event of a substantive change. In the unlikely event of cancellation of the conference PSMG LLP will make full refund of any delegate fee paid but disclaim any further liability.

The registration fee must be paid in advance of the conference date to guarantee your place. PSMG LLP reserves the right to refuse admission to delegates if payment is not received in full before the conference date.

Confirmation of any booking/agreement forms a binding contract and the parties thereto are subject to the jurisdiction of the English Courts and that English law applies.