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The PSMG Full Day London Summit - Business Development and Data Analytics for the professional services marketer

The PSMG Full Day London Summit  - Business Development and Data Analytics for the professional services marketer
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26 Apr 2023 08:00 - 17:30

Venue: One Moorgate Place, London, EC2R 6EA

Most data that is available and the corresponding analytics dashboards are looking at the past, showing trends or patterns that are already behind us. Professional services firms also don’t have the luxury of huge databases, meaning that any conclusions are based on only a small sample. 

In an economic environment with few constants these mean that predictive analytics is extremely difficult but it doesn’t make data analytics any less important or relevant – it just means we need to be smarter about it.


How To Book  

Booking a place is simple - email

Delegate Fees:

PSMG Members £595.00

2nd & subsequent £550.00

Non Members £695.00

2nd & subsequent £650.00  


International Delegates:

£550.00 Members

£595.00 Non-members 

Additional Drinks Reception Tickets for delegate guests

£25.00 per person.

Registration Fees (exclusive of VAT): The registration fee includes attendance at a workshop in both the morning and afternoon.


8.00am         Registration & Continental Breakfast

8.45am         Welcome & introduction Gail Jaffa, Managing Partner, PSMG

8.50am         Chairman’s introduction

9.00am         Keynote Speaker 1

9.40am         Keynote Speaker 2

10.20am       Morning coffee

11.00am       Workshops Round 1 (3 sessions)

12.30pm       Buffet lunch  

1.30pm         “In Conversation with….” Panel session moderated by Ben Kent, Meridian West

2.15 pm        Workshops Round 2 - (3 Sessions)

3.45pm         Afternoon tea

4.15pm         “In Conversation with….” Panel session moderated by Claire Rason, Client Talk

5.00pm          Keynote speaker 3 (to include Chairman's summary and conclusions)                        

5.30pm         Gail Jaffa round up and networking drinks reception with Live Music with "Mayfair Jazz"  




Stuart Whittle, Partner, Weightmans

And afternoon keynote with Chair's summary and conclusions 



Two keynotes during the morning

1. Paul Taylor, Business Development Director and Paul Brabant, Managing Director, both at Alix Partners 

"The art of the possible"   

Data is more a raw material than a finished product. It requires processing before value can be extracted, which involves several important steps: the careful selection of sources, extraction, refinement and presentation. The legal context, where data needs to be transformed into evidence, provides useful guidance on getting this right.



2. Nitish Upadhyaya, Director- Behavioural Insights, R&G Insights LAB, Ropes & Gray LLP

"Big data. Small, human stories"

Big data, big issues – confronting the limits of chasing data-driven dreams

Prioritising the human voices that often get lost in the search for more data

Interpreting data while remaining cognisant of the quirks of our pattern-seeking brain

Moving from demographic-based to behaviour-based segmentation



You will be able to choose from one of three

1. Tracey Rodgers, Head of Client Intelligence, Harneys and Jo Cooper, Head of M&BD Operations, Simmons & Simmons LLP

"Data led MBD and how do we get there"

What is the CRM systems role in today’s professional services firm?

What technology should we have and what skill sets do we need to get the most out of it?

What are the reports and dashboards should we be working towards and what do we do once we have them?

Challenges and solutions we have all found on this journey.


2. Sarah-Jane Howitt, Dr. Catriona Wolfenden and Bob Hetherington, all Partners, Weightmans

“A single source of the truth – an unachievable holy grail or a practical reality?"

Challenges in getting to your single source of the truth and in getting there, what might you be able to do with it? And then, where might you go next?

This interactive workshop will cover:

how Weightmans wanted to use data to drive comms, BD and sales success, why that was important and how they’ve evolved their approach over time.
Their single source of the truth and how they achieve that, how data helps with a demo of some of their dashboards etc.
product and innovation and illustrating how this all works in practice to track things from ideas to sales.
The Weightmans view of the future – where they are going next.


3. Paul Roberts, CEO & Co-Founder, MyCustomerLens and Aileen Leahy, Senior Client Culture Manager, Shoosmiths 

“How to put your clients' voice at the heart of your strategy”

Professional services firms are evolving from passive to active client listening. Not only are they now listening to more clients more often, they are also working hard to get the right insights to the right people at the right time. Successfully turning raw data into co-ordinated action requires being human-focused and tech-enabled. 




You will be able to choose from one of three

4. Claire Mason, CEO & Founder and Alison Sharpe, Divisional Director, both of Man Bites Dog together with Rob Chamberlain, Senior Marketing Manager, Eversheds Sutherland

"The Science of Storytelling: Harnessing Data Driven Thought Leadership for Marketing & BD Impact"

Storytelling is an art as old as time itself – from the ancient oral tradition to today’s new immersive experiences. What is new is how you can deploy the science of storytelling and the power of data to achieve cut-through in today’s connected and crowded world.    

For professional services marketers selling intelligent brands, thought leadership is the only smart growth strategy. So, how can you best harness data-driven thought leadership to inspire and mobilise change?  

In this workshop we will explore:  

Why stories matter in life and in business

Identifying the right story for your firm and your clients

How stories, well told, can inspire and mobilise change

Storytelling by numbers – why proprietary data matters and how to build it

Harnessing data-driven thought leadership for marketing and business development impact


5. Freddie Hustler, VP, International Sales Litera and Adam Ryan,  VP of Product, and until recently Chief Legal Innovation Officer at Freshfields together with Paul Sammon, Director Product Management and latterly Head of Digital & Marketing Technology, Allen & Overy

"We are not so different - 'You and I'"

Business development teams at professional services firms traditionally operate very differently from those at software companies.

Of course, there are many very good reasons for differing practices, but a large number of them exist because “We’ve always done it this way!”, rather than because they’re the most effective approach.

To consistently beat your competition, it’s not enough to do what they do and then put your trust in your firm’s reputation, or luck. In the world of tech, where competing products and services spring up and develop rapidly, business development practices have to keep pace for companies to survive.

Whilst not every process and tactic can be, or should be, lifted and shifted into PS firms, there is a lot for firms to learn from SaaS.

Join this session to learn:

Effectively utilising data

Adapting quickly to an evolving market and changing scenarios

Improving through retrospective analysis of wins and losses


6.  Christopher Young, Head of Risk and BD Practices & CMO, and Michael Turner, Head of Business Intelligence, Pinnacle

"Changing your firm’s culture to use data to identify new opportunities"

Data around us is generated by the minute. Places and methods to capture it are widely available. But unless it is deeply embedded in your firm’s DNA to look for, track, combine and use insights to generate new and more profitable work, data is of little use. In this interactive workshop we talk about the strategies to meaningfully put data at the centre-stage of your firm’s thinking and actions.

From determining what data matters, the sources to get it, to practices to guide your BD decisions, you will leave more ready to be data-driven. As a part of the session, we will work through the strategic thinking that lets you turn media opportunities, like the Financial Times, into a profitable BD engine and swap the historically backward-looking information for predictive insights.


Open Forum

"In Conversation with....."

(Moderated by Ben Kent, Meridian West)

Tracey Rodgers, Head of Client Intelligence, Harneys 

Paul Roberts, CEO & Co-Founder, MyCustomerLens 

Sarah-Jane Howitt, Partner, Weightmans

Jo Cooper, Head of M&BD Operations, Simmons & Simmons


Open Forum

"In Conversation with....."

(Moderated by Claire Rason, Client Talk)

Christopher Young, Head of Risk and BD Practices & CMOPinnacle 

Claire Mason, CEO & Founder

Freddie Hustler, VP, International Sales, Litera

Paul Taylor, Business Development Director, Alix Partners 

Who should attend?

Senior business development and marketing professionals, heads of function, marketing and business development directors, managers and partners from leading UK and international professional service advisory firms, market commentators, academics and consultants. 


Terms and Conditions of booking

Cancellation by you: Cancellation received in writing to the PSMG office or by email to more than 28 days before the conference start date will receive 50% refund of the registration fee. We regret that there are no delegate fee refunds for cancellations within 28 days of the conference start date or for non-attendance. Transfer to another delegate name is permitted.

Cancellation by us: It may be necessary for reasons beyond the control of PSMG LLP to change the content or timing of the programme, speakers, date or venue and all registered delegates will be notified in the event of a substantive change. In the unlikely event of cancellation of the conference PSMG LLP will make full refund of any delegate fee paid but disclaim any further liability.

The registration fee must be paid in advance of the conference date to guarantee your place. PSMG LLP reserves the right to refuse admission to delegates if payment is not received in full before the conference date.

Confirmation of any booking/agreement forms a binding contract and the parties thereto are subject to the jurisdiction of the English Courts and that English law applies.




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