POWERING BUSINESS PERFORMANCE THROUGH MORE EFFECTIVE CLIENT FOCUS AND TEAMING
FRAMEWORK FOR ACTION Persuading people to commit to a ‘practice-industry-geography (PIG)’ team-based client drive requires strong commitment from the top, a wide understanding of the firm’s strategic direction in terms of future positioning and focus, and clear recognition of the implications in terms of performance requirements. Structuring, and managing proactively, the critical linkages across the firm for a team-based client drive requires an effective and practical management framework for powerful positioning and performance. A possible framework is shown in figure 3:
Market Place Positioning and Brand Building
Accounts/Clients
‘Fluid’ Service Delivery Teams
Client Management Agenda
Intellectual Capital
Practice Teams
Industry Teams
Geographic Teams
Business Management Processes
‘One-Firm’ Firm Culture Of Teamwork
Strategically, the long-run drive is to reinforce the firm’s chosen market-place positioning and brand ‘image’ by ‘pooling’ the very best of the firm’s intellectual capital for both ‘pull marketing’ (imagedevelopment) and ‘pushmarketing’ (business development) programmes directed at addressing the important agenda issues of the top management of clients and potential clients. Operationally, the management challenges are to build and deploy practice, industry and geographic teams most effectively; to ensure that the required linkages to power success at global, regional and local levels are developed and understood; and to ensure that the client penetration and development process is directed at winning ‘high ground’ position in terms of (1) image build, (2) relationship strength, (3) tailored intellectual capital, and (4) ‘high value issue’ pitches. All this directed at the firm’s key, target and emerging industries across its key, target and emerging practices and key, target and emerging geographies.
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