the evolution of marketing at mnp randy j. mowat senior vice president, marketing prime symposium...
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The Evolution of Marketing at MNP
Randy J. MowatSenior Vice President, Marketing
PRIME Symposium 2014
RANDY MOWAT
• Joined MNP in 1997
• Admitted as Equity Partner in 2003
• Member of MNP’s Senior Management and Operations Teams
• Responsible for all marketing related activities, including brand development and promotion, market planning, production and market facing communication.
• Works closely with clients, service and regional business units
• Very proud of our team who have won numerous national and international marketing awards .
• is the fifth largest firm in Canada • targets mid-market clients
• offers services in accounting, consulting and tax
• has more than 75 offices located in large urban and midsized rural cities
• has 590 partners and more than 3,300 staff
• boasts an annual growth rate of more than 10%
• is a member of Praxity
ABOUT MNP MNP…
Our industry expertise and market insight is a business advantage. Specialized markets and client groups include:
Aboriginals
Agriculture
Asia
Credit Unions
Construction
Real Estate
Food Processing
Manufacturing
Mining
Not For Profit
Oil Field Services
Public Companies
Private Enterprise
Professionals
Public Sector
ABOUT MNP - CLIENTS
• Corporate model, partnership culture
• Governance is a Matrix structure
• Includes, location, client groups and service lines
• Each region, service and client group has a national leader
• Each business unit leverages all firm resources - no silos
• Our culture, values and governance sets us apart from other firms in Canada
ABOUT MNP - GOVERNANCE
DON PENNY
“We are building a firm that is unique and different
and in order to do this effectively, we are going to
need marketing”
CEO 1984 – 1998
Build Brand Awareness
Promote Firm Capabilities
Effectively Position Brand
Drive Revenue
Achieve Desired Results
MARKETING ROLE: OUR KEY OBJECTIVES
Gain Access for our Practitioners to Sell
• When marketing was introduced to the firm, we had some challenges:
• Marketing was unknown to the accounting industry - Partners did not understand the function or how to utilize it – we were viewed as overhead
• I didn't understand the partnership structure and the sensitivities of making decisions and moving things forward – I came the corporate world
• There was no...”Know you, like you, trust you” in place between marketing and the partners – the CEO and Board understood the need for marketing, but it but the partners weren't so sure.
EVOLUTION OF MARKETING - Introduced
• We introduced planning, budgets, tactical actions, bringing the marketing theory and approach to business development
• Tipping point: The Campaign!
• More strategic approach emerges
• Gained more support and courage
EVOLUTION OF MARKETING - Acceptance
Became strategic within the firm – delivered results
Built resources in the firm that supported business development and a marketing culture
Achieved brand awareness and positioning that supported partners business development goals
Looked to for leadership in the firm
EVOLUTION OF MARKETING - Leadership
• Be strategic in your approach and support for the firm.
• Plans and Budgets – demonstrate you know how to manage the department
• Constantly reinforcing marketing theory and best practices, measure and report
• Earn trust and acceptance of the leadership
• Get little wins as soon as possible
• Be courageous, stand up for your beliefs
• Bring energy and excitement to the firm – Inspire the leaders
THE APPRAOCH TO THE MARKETING ROLE
• We feel the governance and business model needs to be a one firm approach for effective marketing resources.
• The environment must be set up for success, the right culture in place
• Must have the support of the CEO, Board, Senior Management and Partners.
• Marketing is a firmwide responsibility – the department leads and supports.
• We have a marketing culture at MNP
ARE YOU READY FOR MARKETING
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