The Challenge
A dedicated Events team within an Am Law 100 firm’s 54-person Marketing & BD function was experiencing stress and overwork. Upon careful review of the as-is process, it became clear that the team was treating most event requests in a bespoke manner, rather than applying a standard process for the most common requests.
Calibrate’s Solution
After interviewing both the Events team and their internal clients, Calibrate mapped the legacy event process and re-designed it to eliminate gaps, overlaps and ambiguities. Calibrate also created an accountability matrix (with owners, turnaround time, impact of non-adherence) to ensure efficient planning and execution.
The redesigned process and related recommendations enabled:
- Clear roles and responsibilities and delivery metrics
- Event ROI calculation (by reducing subjectivity in estimating opportunity value and overall impact)
- Creation of Event categories (mapped to various stages of the Marketing funnel) with clear objectives, related measurement metrics, and budget investment
Let’s Connect
To learn more about how Calibrate can help your team optimize processes to create clearly defined roles, responsibilities and delivery metrics, please reach out to Gordon Braun Woodbury, Senior Consultant of Marketing Operations at Calibrate.
