On today’s episode of the CMO Series, we shed light on an often-misunderstood aspect of professional services firms - the marketing function. Traditionally seen as a cost center, it has emerged as a strategic player in driving growth and profitability.
Cam Dobinson is lucky enough to welcome Áine Bryn, a seasoned expert in building and showcasing the credibility of the marketing function. As Partner and Chief Marketing Officer at Mercer UK, Áine brings a wealth of experience and insights to the See more +
On today’s episode of the CMO Series, we shed light on an often-misunderstood aspect of professional services firms - the marketing function. Traditionally seen as a cost center, it has emerged as a strategic player in driving growth and profitability.
Cam Dobinson is lucky enough to welcome Áine Bryn, a seasoned expert in building and showcasing the credibility of the marketing function. As Partner and Chief Marketing Officer at Mercer UK, Áine brings a wealth of experience and insights to the table.
Together, they explore the pivotal role marketing plays as an enabler of business development and how it contributes to the overall strategic vision.
Áine and Cam discuss:
- What the landscape currently looks like for professional services marketing teams
- The importance of a commercial mindset and "speaking the language of the business"
- The alignment between Marketing and Sales
- The key elements of credibility and how marketers can demonstrate those to the firm
- Why content is essential to demonstrating credibility and Áine’s approach to delivering value to clients
- Advice for anyone looking to demonstrate the credibility of the marketing function within their firm See less -
