January 10, 2002
EXAMPLE of a Centralized Marketing and "Sales" Department
Characteristics:
• Method of organization being embraced by sophisticated professional services firms with at least
8 years of organized marketing experience.
• Often requires expansion of marketing department "umbrella" and accompanying reallocation of
time and resources.
• Method of organization used successfully for the past 5 to 15 years by "second-tier" accounting
firms who have kept up with (and in many cases gained market share from) "Big 5"
accounting firms.
EXAMPLE ORGANIZATIONAL STRUCTURE –
[pic]
Structural organization used by Ernst & Young, prior Price Waterhouse, Clifford Chance and several leading
architectural firms.
Responsibilities:
▪ Position oversees both marketing and sales functions, with Marketing Manager and
Sales/Business Development Manager reporting to Director.
▪ Director has mainly strategic, proactive, leadership responsibilities to help create markets
and guide resources.
▪ Most successful in firms that combined this position with overall internal reorganization changing
from traditional, internally-defined practice areas to externally-defined target markets and/or client groupings.
Benefits:
▪ Creates appropriate functional umbrella under which marketing and sales efforts can systematically be initiated
and nurtured over time (which, market studies show, generates the best results).
▪ Avoids duplication of effort and "reinventing-the-wheel" (which is evident with the parallel, but
separate positions model some firms use).
By: Julie Savarino, Business Development Inc. , (734) 668-7008
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Website/Newsletters/
Brochures
Director of Marketing & Sales (or C.M.O.)
Marketing
Manager
“Sales” or
Client Development Manager
Public Relations/Media/
Advertising
Seminars/Events
Lead Coordinators
Generators
Proposal Managers
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