02 Jun How opportunity-driven marketing and communications is now crucial to revenue growth

2 June 2021

Marketing and communication campaigns now play a crucial role in contributing to pipeline origination, sales, pursuits and, when measured effectively, direct revenue.

Strategic multi-channel campaigns targeting pipeline opportunities are becoming more important, and marketers are expected to show how these campaigns drive real revenue. In addition new marketing roles are emerging that sit alongside sector and client leads to drive these strategic campaigns.

Internal and external communications now also play a crucial role in revenue growth. Teams are focusing on campaigns that raise awareness, generate leads and increase the firm’s profile.


  • Marketing automation, programmatic marketing, better data and a greater understanding of this data is driving the ability for marketers to be more targeted and accurately measure ROI.
  • Clients expect tailored, timely and relevant campaigns that educate and inform, driving the desire for content that influences.
  • Marketing, communications and BD teams are now working together to target client and sector pursuits, which is very different to the traditional siloed approach. This integrated go-to-market approach has forced teams to align by sector, which further allows greater transparency on campaign success.
  • Platforms are key in measuring ROI and managing pipeline, hence the increase in firms adopting Salesforce Marketing Cloud or Microsoft Dynamics 365.

“Opportunity-driven campaigns can only be created from a focused and robust strategy. At KWM, we know our strategy; it is part of every decision by everyone in the firm. Through this, our marketing and communication strategy is very clear, and is directly linked with driving firm-wide and client-focussed opportunities – working alongside BD teams and Partners. We combine the diverse skills and experience of the team with sophisticated marketing platforms to deliver targeted insights and campaigns that are designed to support our client growth agenda.”

Elle Lowe, Head of Communications – Global at King & Wood Mallesons.

Next steps

Looking to further your marketing and communications career in professional services? Contact a member of the Dalton Handley team for a confidential discussion and expert advice. Email: australia@daltonhandley.com Phone: +61 2 8042 7970.