AAM High! Webinar: Getting Firm Buy-in to Support the Changing Role of Marketing in the Digital Age

When:  Dec 8, 2021 from 13:00 to 14:15 (ET)

The marketing teams in professional service firms are in the middle of a seismic transformation! The digital revolution is allowing the transition of the marketing role from a sales support function for the partners, to having a primary responsibility for attracting and qualifying new prospects for the firm.

To effectively lead this transformation for your firm, you need two things: a plan and a persuasive argument. You’ve heard that saying, “You can’t tell the players without a scorecard;” similarly you need to create a roadmap tailored to your firms’ goals that details what is necessary from people, process and technology to deliver good leads. We will begin the webinar by reviewing these elements and share some possibilities. But that’s only half the story. The best roadmap is worthless without buy-in. In the second half of the webinar, we will discuss how you can position your plan in a way that allows the management team to not only endorse it but enthusiastically support it.

About Jeff

jeff_antaya_-_photo.jpgJeff is an author and well-respected marketer. Today, if you look up Jeff Antaya on LinkedIn, you’ll see that he’s a “business development and marketing gladiator.” Jeff has never settled for second best and has enjoyed a successful career helping businesses to achieve their growth goals and fellow marketers reach their career goals. Jeff recently launched a strategic marketing consultancy, but before retiring from Plante Moran in 2020 after a thirteen-year career, his results focused approach rewarded him as the first person promoted to Partner and Chief Marketing Officer at his firm. Jeff believes that our ability to develop and execute integrated marketing plans with intention, client focus and process improvement will always deliver the best growth. He outlines the path for success in his new book “Don’t Ride a Dinosaur Into Your battle for New Clients”. Jeff shares how our efforts to execute and optimizing digital marketing efforts can accelerate our growth trajectory. His recent article published by Ad Age discusses how an integrated digital marketing team can help their firm grow, be more productive and be more attractive to new hires.

Jeff began his career as an accountant with PWC and eventually moved into the cellular phone industry, working at both Verizon and Nextel Communications. Over the course of 10 years, he held various sales and marketing executive positions at Nextel and played a significant part in the company’s growth into a fortune 100 company before it was acquired by Sprint. His position at Plante & Moran has allowed him to merge his skills in accounting, sales, and marketing to help Michigan’s preeminent firm grow and expand.

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