KEY POINTS
> Aligning firm’s strategy and marketing strategy
> Optimizing marketing budget
> In sourcing vs. outsourcing
> Structuring organization
> Defining roles and responsibilities

WHAT HAS TO BE DONE
> Create the Marketing and/or Business Development function
> Understand firm’s development strategy
> Understand internal and external environment and identify required resources
> Define function’s objectives
> Determine profiles, processes and budgets
> Improve the Marketing and/or Business Development function & processes
> Understand firm’s development strategy
> Map roles and responsibilities within the firm
> Audit actions, teams and budgets from a strategy perspective
> Analyze what must be in sourced vs. outsourced
> Transform the Marketing and/or Business Development function and processes into complying with ISO9000 certification

RISKS
> Resources (human, financial, tools…) do not live up to firm’s objectives
> Marketing function not aligned with firm’s strategy
> Insufficient ROI
> Practices / departments are compartmentalized within the organization and do not communicate with each other
> Lack of involvement by partners

DELIVERABLES
> Organization sketch
> Function’s objectives
> Job profiles
> Processes
> Budget
> Key performance indicators
> Audit report and recommendations