The largest Asia Annual Conference to date, the 2016 Asia APSMA Conference - Navigate welcomed almost 250 delegates from across the region. This year’s event saw a number of firsts for APSMA Asia as we introduced a brand new espresso-learning format and launched our first-ever themed-networking cocktail event. Here are the takeaways to continue your Navigate journey.
APSMA Thought Leadership - Client centricity: How to Execute and Measure ROIICON
Paul Hugh-Jones (Partner, beaton) and George Beaton (Executive Chairman, beaton) discuss trends in client buying behaviour, best practice in client centricity and why becoming more client centric will improve your firm’s financial performance.
In a world where professional services firms are increasingly opting for regional and global reach, the need to be responsive to cultural differences has skyrocketed. Whilst being culturally savvy has always been critical to local and cross-border business success, there is enormous room for improvement in this area. In an era where global mobility of talent is at an all time high, there is significant pressure on firms to respond to cultural nuance.
The use of Stay Interview is presented to the purpose to start to highlight some key elements of an organizational culture.
Them can be used to define (or to check an existing) Employee Value Proposition (EVP).
The so reviewed EVP can be used as a base to check for people retention risks and to design a set of individually focused retention plan
APSMA Thought Leadership - Client centricity: How to Execute and Measure ROIICON
Paul Hugh-Jones (Partner, beaton) and George Beaton (Executive Chairman, beaton) discuss trends in client buying behaviour, best practice in client centricity and why becoming more client centric will improve your firm’s financial performance.
In a world where professional services firms are increasingly opting for regional and global reach, the need to be responsive to cultural differences has skyrocketed. Whilst being culturally savvy has always been critical to local and cross-border business success, there is enormous room for improvement in this area. In an era where global mobility of talent is at an all time high, there is significant pressure on firms to respond to cultural nuance.
The use of Stay Interview is presented to the purpose to start to highlight some key elements of an organizational culture.
Them can be used to define (or to check an existing) Employee Value Proposition (EVP).
The so reviewed EVP can be used as a base to check for people retention risks and to design a set of individually focused retention plan
The Insiders Guide to Employer Branding - 27 Best Practice InsightsKelly Services
Many of the old tools and strategies for building an authentic, globally relevant employer brand have been discarded, and new ones are taking over. Both the challenges and opportunities have grown almost in tandem, and it’s all happening at break-neck speed.
One thing is clear: employer branding has changed, dramatically.
Our Global Best Practice Xchange (BPX) Roundtable on the subject confirmed it. It was 90 minutes of rigorous discussion with eight seasoned professionals leading the way in employer branding innovation for their organizations. They shared their successes, mistakes and thoughts on their plans for the future.
So, if you are wondering if there’s a better, clearer way to lead your organization and practice through this change, this guide is for you.
Engage & Listen: Activating Your Brand Across Digital TouchpointsOne North
Collaborative. Responsive. Client-focused. Innovative. These are some of the most commonly used go-to-market messages for B2B organizations. Nearly identical value propositions like these create a dangerous "sea of sameness" for this industry.
As marketers, we must dig deeper. We need to find a point of view that is authentic to the character of our organization and unique to our competitive set and vertical. Without this, it's impossible to separate from the pack and present your clients and customers with a brand experience that is more than just your snappy color palette or slick logo.
John Simpson (CEO & Founder) and Ryan Schulz (Director, Brand) discuss how to differentiate your brand, avoid the sea of sameness and activate Brand across all of your digital touchpoints.
Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
How can you compete with best-in-class companies for standout talent? This employer branding infographic outlines what it takes to climb your way to the top. It also reveals the Fortune 500 top 5 employer brands as ranked on WilsonHCG’s Fortune 500 Top 100 Employment Brands Report.
Team Member is a Sri Lankan based company. HRM Consultancy, Academic & Business Writing, Executive Recruitments, Training & Developments are the areas, we operate, and provide our services to our clients.
The In Flow Communication Skills Accelerator Dominic Colenso
Discover how our unique communication skills accelerator programme can help your business increase productivity, engagement and profit.
www.inflow.global
Marketing For Talent: The New Frontier, SMPS, Marketer, August 2014Maribel Castillo
Feature article by Marjanne Pearson and Mike Plotnick that discusses the importance of A/E/C marketers taking "a leadership role in shaping the future of our firms by actively engaging in the pursuit of talent." Highlights T.Y. Lin International's LinkedIn advertising and recruiting campaign.
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMESAndré Harrell
The “VALUE PROPOSITION”
A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. The value proposition is basically marketing’s “internal affairs”, the checks and balances that hold the corporation accountable to promised customer value. Yet the “Value Prop” is probably the most misunderstood product framing strategy used today.
Randstad's annual magazine with insights from celebrated employer brands. Interviews with executives from AkzoNobel, CLP Power, Nestlé, Philips and Volvo Cars. Its contents was created by Mot Juste, UK.
Brochure - 5th Customer Experience Management Asia Summit Ann Liu
Asia's most well-established and trusted Customer Experience conference is back! Taking place in Singapore, 12-13 September with more than 50 industry speakers sharing their CX challenges and success stories, this event will explore topics such as proving CX ROI, enhancing brand experience, perfecting customer journeys, empowering employees and more. Don't miss out! Let this event be your guide on formulating the next step of your CX strategy!
Feel free to email me at ann.liu@iqpc.com.sg if you are keen to attend!
Most Influential Business Leaders to Follow in Canada 2023.pdfInsightsSuccess4
This edition features a handful of Most Influential Business Leaders that are at the forefront of leading us into a digital future.
Read More: https://insightssuccess.com/most-influential-business-leaders-to-follow-in-canada-2023-january2023/
The Insiders Guide to Employer Branding - 27 Best Practice InsightsKelly Services
Many of the old tools and strategies for building an authentic, globally relevant employer brand have been discarded, and new ones are taking over. Both the challenges and opportunities have grown almost in tandem, and it’s all happening at break-neck speed.
One thing is clear: employer branding has changed, dramatically.
Our Global Best Practice Xchange (BPX) Roundtable on the subject confirmed it. It was 90 minutes of rigorous discussion with eight seasoned professionals leading the way in employer branding innovation for their organizations. They shared their successes, mistakes and thoughts on their plans for the future.
So, if you are wondering if there’s a better, clearer way to lead your organization and practice through this change, this guide is for you.
Engage & Listen: Activating Your Brand Across Digital TouchpointsOne North
Collaborative. Responsive. Client-focused. Innovative. These are some of the most commonly used go-to-market messages for B2B organizations. Nearly identical value propositions like these create a dangerous "sea of sameness" for this industry.
As marketers, we must dig deeper. We need to find a point of view that is authentic to the character of our organization and unique to our competitive set and vertical. Without this, it's impossible to separate from the pack and present your clients and customers with a brand experience that is more than just your snappy color palette or slick logo.
John Simpson (CEO & Founder) and Ryan Schulz (Director, Brand) discuss how to differentiate your brand, avoid the sea of sameness and activate Brand across all of your digital touchpoints.
Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
How can you compete with best-in-class companies for standout talent? This employer branding infographic outlines what it takes to climb your way to the top. It also reveals the Fortune 500 top 5 employer brands as ranked on WilsonHCG’s Fortune 500 Top 100 Employment Brands Report.
Team Member is a Sri Lankan based company. HRM Consultancy, Academic & Business Writing, Executive Recruitments, Training & Developments are the areas, we operate, and provide our services to our clients.
The In Flow Communication Skills Accelerator Dominic Colenso
Discover how our unique communication skills accelerator programme can help your business increase productivity, engagement and profit.
www.inflow.global
Marketing For Talent: The New Frontier, SMPS, Marketer, August 2014Maribel Castillo
Feature article by Marjanne Pearson and Mike Plotnick that discusses the importance of A/E/C marketers taking "a leadership role in shaping the future of our firms by actively engaging in the pursuit of talent." Highlights T.Y. Lin International's LinkedIn advertising and recruiting campaign.
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMESAndré Harrell
The “VALUE PROPOSITION”
A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. The value proposition is basically marketing’s “internal affairs”, the checks and balances that hold the corporation accountable to promised customer value. Yet the “Value Prop” is probably the most misunderstood product framing strategy used today.
Randstad's annual magazine with insights from celebrated employer brands. Interviews with executives from AkzoNobel, CLP Power, Nestlé, Philips and Volvo Cars. Its contents was created by Mot Juste, UK.
Brochure - 5th Customer Experience Management Asia Summit Ann Liu
Asia's most well-established and trusted Customer Experience conference is back! Taking place in Singapore, 12-13 September with more than 50 industry speakers sharing their CX challenges and success stories, this event will explore topics such as proving CX ROI, enhancing brand experience, perfecting customer journeys, empowering employees and more. Don't miss out! Let this event be your guide on formulating the next step of your CX strategy!
Feel free to email me at ann.liu@iqpc.com.sg if you are keen to attend!
Most Influential Business Leaders to Follow in Canada 2023.pdfInsightsSuccess4
This edition features a handful of Most Influential Business Leaders that are at the forefront of leading us into a digital future.
Read More: https://insightssuccess.com/most-influential-business-leaders-to-follow-in-canada-2023-january2023/
This annual SME Development Conference is organised by DP Information Group in Singapore. In conjunction with Spring and other supporting partners, the Conference is full of insights and stories told by seasoned entrepreneurs.
This year the theme was: DRIVERS OF FUTURE VALUE -
Shifting Gears Toward Client-Centricity.
Great line up of speakers and panelist.
2Sherpa's co-founder Patrick Nelissen was one of the panelists and shared his experience about business expansion and business improvement abroad.
Global megatrends are escalating the war for top talent and reshaping business as we know it. To stay ahead, organizations are innovating at warp speed. The problem is, in most organizations business innovation dramatically outpaces talent innovation. And when your business strategy and talent strategy are out of sync, you can't drive top business performance. By creating talent innovations that accelerate your top business goals and integrating them throughout your entire organization, you will establish talent as a strategic advantage.
What are the key building blocks when building out your business and brand? Learn how to build a business plan to achieve change, gain internal alignment and manage a digital transformation’s impact on your brand. This session will take a look at what works, what doesn’t and the core lessons learned from recruitment leaders at the top of their game.
This carefully edited guide aimed at reasserting PR’s value as a management discipline explores the opportunity for public relations today and embraces topics such as skills and professional development, the move to paid, C-Suite reporting and much more. Featuring 33 highly skilled practitioners, many of whom are PRCA members, #FuturePRoof is set to become an indispensable handbook for managers of comms teams everywhere.”
The Brand of We - The Ultimate Program for Transforming Employees into Brand ...jsrebs
This is a program developed by Aga Artka and Jenny Rebholz to help you leverage your greatest asset - Your People. It supports a corporate culture that encourages growth and happiness - A place people want to work. And it is an opportunity to support professional development for - Your leaders of tomorrow.
Content marketing conversations priorities, problems and predictions for 201...King Content
Content marketing conversations priorities, problems and predictions for 2015
10 marketing leaders from across APAC share
where they are focusing their marketing
budget and energy in 2015.
Similar to Navigate - 2016 APSMA Asia Annual Conference Takeaways (20)
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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2. APSMA Asia Conference 2016
Navigating towards the big
opportunities in a world of continuous
change
APSMA Hong Kong celebrates its 10th anniversary this year and it is fascinating to see how our profession
has evolved over the last decade. Back then most roles in Asia centred on marketing communications (mainly
events and PR) with very few people’s attention on business development (typically focusing on bids). There
wasn’t much alignment to growth nor to firm wide strategies. Sales, as a word, let alone a discipline, was, if
not largely verboten, then certainly misunderstood. However, increasing competition, regulation and client
demands, not to mention the vibrant and often volatile nature of certain Asian economies, has meant that
all professional advisers have had to “lift their game” and take a truly strategic approach to growth and
client relationships.
How has this affected us? Well, a few observations. Most professional services firms now have discrete
sales, marketing, and communications functions embedded in the business; we have seen the emergence
of strategic pursuits teams; the creation of client listening programmes; and the rise of integrated thought
leadership, with a truly Asian flavour, provoking debate and opening up valuable conversations with clients.
Including Hong Kong, over 25% of APSMA’s Asia-Pacific membership now resides in Asia. Our Singapore
chapter, now in its third year, is thriving. Our Shanghai chapter was launched earlier this year. We have an
APSMA President sitting in Asia for the very first time.
These are truly remarkable achievements, and are a positive sign of things to come.
Nick Moore
Head of Business Development, Deacons
Chair of APSMA, Hong Kong
3. APSMA Asia Conference 2016
A word from our sponsor, Baker & McKenzie
Disruption is a term that has grown to capture a multitude of business challenges and opportunities in
recent years, from Uber-isation to fintech incubation.
For many in the professional services sector, however, it has until recently been deemed largely 'over there',
not something to be particularly concerned about in the world of reliable fees and loyal talent.
No more. For every venerable multinational law or accounting firm, there are today dozens of tech start-ups
in the professional services universe looking at how to break down barriers to entry, challenge traditional
business models and slash fees.
While there are some Partners within our firms who recognise and respond proactively to these changing
times, it is often business development, marketing and communications professionals who bring news of
major industry change back to our firms, challenging traditional thinking and driving actions as a result.
At Baker & McKenzie, we are attracting new talent from inside and outside of the professional services
world with the understanding that many of the old ways of doing business are, or will soon be, no longer
fit for purpose. From having the largest social media presence of any law firm in the world, to developing
award winning thought leadership apps that drive revenue generation, we understand that to be successful
in the age of disruption, you need to attract talent that likes to disrupt.
That is why the 2016 APSMA Asia Annual Conference was so relevant and thought provoking. Gathering
under the theme of 'NAVIGATE', we were joined by highly engaged, like-minded business development and
marketing practitioners from professional services firms across the region, looking to break with tradition,
tell our stories in new ways and engage more effectively with clients as they face the same disruptive
pressures we ourselves are beginning to face.
We are proud to have sponsored this year's conference, and look forward to adopting some of the valuable
lessons garnered from the various plenary and breakout sessions into our never ending quest for business
evolution and success.
Laura Ashton
Asia Pacific Director
Business Development, Marketing and Communications
Baker & McKenzie
4. APSMA Asia Conference 2016
Opening Plenary:
The Asian Business Leader of the
Future
Creating the next generation of leaders in Asia
A start-up mentality is critical for success in the 21st century. In the face of disruptive technologies, our
problem solving skills will be increasingly in demand in a shifting landscape. Whether you are working in a large
organisation or in a start-up, adopting an entrepreneurial mindset will be key.
Through technology we have access to information like never before. In a competitive market, it is how we use
that technology that will set us apart.
With the rise of the millennial workforce and globally mobile teams, leaders will need to be more agile in engaging
with their teams. Soft “people” skills are becoming more important for leaders, to complement experience and
technical expertise. For professional services firms, the challenge is to bring out the human element in our
organisations to attract new talent.
Key takeaways:
1
To succeed
2
To lead
3
To create
Technical skills are the entry point to
leadership; they give you credibility.
Your soft skills will help you develop
and grow in the long term.
Empower your team to be creative,
to find solutions and anticipate the
problems of tomorrow.
‘If you have an idea that keeps you
up at night, do something with it. If
not, it will always only be a dream.’
– Michelle Sun
Speakers
Moderator
Graham Seldon, Director,
Seldon Rosser
Panellists:
Bin Wolfe, Asia-Pacific Managing
Partner – Talent, EY
Michelle Sun, CEO and Cofounder,
First Code Academy
Vincent Ng, Founder, 1+1=11
Productions and Curator,
TEDxWanChai
5. APSMA Asia Conference 2016
Breakout 1:
Cocktails Across Cultures
Key takeaways:
Plan your approach to cross-cultural
business development and marketing
activities by being aware of the
perspectives of others.
Build a repertoire of
behavioural responses
to maximise your
intercultural business
activities.
Remember that the awkward
feeling of having to adapt your
style means you're headed in
the right direction.
Maximising cross-cultural business interactions
Different cultures – and individuals – have different communication styles that stem from deep cultural
values. Those differences influence attitudes towards business development and marketing across Asia’s
diverse cultural landscape. By being aware of these differences, we can reflect on how to better approach
work with people from across the region and around the world in how we network and build relationships.
Developing intercultural business development and marketing strategies are a significant competitive
advantage for professional services firms that compete globally.
1
2 3
Speaker Sean Dubberke, Director of Learning, RW3 Culturewizard
For more information, visit: http://www.rw-3.com/
6. APSMA Asia Conference 2016
Breakout 2:
Harness The Power of Visual
Communications: Supercharge your
Video Marketing
Supercharge your Video Marketing
Video marketing is becoming a powerful tool for marketing and communications. Creating successful video
content not only allows companies to engage and grow their audiences in a short amount of time, but the visual
impact of a video can also enhance brand identity.
Adopting best practices for videos is a critical tool for professional marketers and communicators in order to
achieve better marketing outcomes.
Key takeaways:
Speaker Angela Cheung, Managing Director, APV
For more information, visit: http://www.apv.asia/
1 2 3Package your theme
with a live story.
Allow audiences to
talk for you without
directing the message
yourself.
Keep the video
conversation
ongoing by providing
a platform for
audiences to feed
back.
7. APSMA Asia Conference 2016
Breakout 3:
Disrupt or Be Disrupted: the New Client
Experience!
E-Commerce – the 21st century lifestyle
Traditional businesses still think e-commerce is a business model but this is no longer the case – it is now a
lifestyle. The Asian consumer is drawn to new and extraordinary trends, and we must learn how to adapt to these
new business drivers.
We must be prepared to disrupt or be disrupted as our industry becomes more and more commoditised. We
need to innovate and re-think what the future holds for us and what it means for our professional lives.
Key takeaways:
Speaker Anson Bailey, Principal, Business Development, KPMG
For more information, visit: www.kpmg.com/cn
40%
It has been predicted that in 10 years, over 40% of today’s businesses will
not exist in a meaningful way. So who will our clients be? We need to be
prepared to think differently, embrace change, and accept a new generation of
entrepreneurship and a collaborative economy.
Technology has changed the way we interact and the way we live our lives.
Everything is becoming more interconnected and the business landscape is
changing rapidly.
Experience, value, and customers are still the key business drivers.
8. APSMA Asia Conference 2016
Breakout 4:
Build a KA-POWerful Personal Brand
Develop your leadership brand
Your personal brand starts with identifying your core values. What do you want to stand for? Successful leaders
are not afraid to speak their truth; they are authentic. People won’t care how much you know until they know how
much you care. Ask questions to intrigue your audience and strive to build meaning in your daily interactions.
Successful leaders communicate with confidence. Through adjustments in our pace, voice and body language, we
can immediately boost our executive presence.
Key takeaways:
Create your brand
Undertake a brand audit to identify your values. What
are the things that inspire and energise you? These will
become your brand words.
Connect with your audience
How do you want people to associate with you? Start with
a positive comment. The most compelling personal brand
is one which intrigues your audience.
Communicate with impact
Pay attention to your body language. Remember: ‘People
will forget what you said, people will forget what you did, but
people will never forget how you made them feel.’
-- Maya Angelou.
Speaker Nidhi Kush Shah, Founder & Director, Alchemy Consulting
For more information, visit: http://www.alchemyconsulting.asia/
9. APSMA Asia Conference 2016
Breakout 5:
Storytelling for Leaders® Overview
The power of stories
Stories are incredibly powerful in many business situations. Some people use them naturally and we often (secretly)
admire the ease with which these gifted few can influence, engage and inspire.
However, with a few core skills, this power is available to everyone. All it takes is a well-constructed message and
an understanding of who your audience is. A carefully crafted story resonates with people and will be easier to
remember.
Key takeaways:
Speaker Perry Lam, Founder and Chief Excellence Officer, The LAM Institute
For more information, visit: http://laminstitute.com/team.html
Clarity means delivering a better message.
Context fram
es the
story.
Structure allows your audience to better
digest your information.
10. APSMA Asia Conference 2016
Breakout 6:
Communicating Powerfully as a Sales
Leader
Make stakeholders pay attention
It’s important to connect sales communication with change management. Identify the psychological aspects to
engaging others with different styles when asking them to elicit a change. To generate a change in behaviour,
i.e. a sale, personalise your communication style, not just what you say, to the individual on the receiving end.
Connecting your sales messages to emotions strengthens the personalisation and also increases the likelihood of
being heard.
Key takeaways:
Change management requires
personalisation, an emotional side to
your messages, and a structure to ensure
those messages flow.
Sales can be thought of as change
management.
Tailor your message and flex your style
to your sales target, whether internal or
external, as each will need to come on the
sales journey with you.
Speaker Mark Weston, Director & Head of APAC, Arcadia Consulting
For more information, visit: www.arcadiaconsulting.com
11. APSMA Asia Conference 2016
Closing Plenary:
Are you CX-perienced? Get inside your
customer’s head
Transform your client relationships
How do customers navigate your business? Are you a guide or a gatekeeper?
Salesforce, Ogilvy & Mather and Huawei Technologies shared valuable insights about the technology and
frameworks that help businesses get up close and personal with their customers in unprecedented ways.
Different consumer facing businesses use different methods to connect with customers.
Key takeaways:
Understanding the customer journey
Walk in your customers’ shoes: pretend you are the customer, and understand the experience from their
perspective. Put the client at the heart of everything you do, and ensure the rest of the organisation is doing the
same.
Engaging the customer
It is critical to understand the process and then institutionalise it. For example, think of a 5 star hotel.
Exceptional customer experience is 90% science and 10% art.
Creating a client-centric culture
Customer centricity is key at Huawei, and the CEO runs regular ‘self-reflection’
sessions with different parts of the business to improve customer experience.
Speakers:
Moderator:
Virginia Morris, Managing Partner, Bamboo Difference
Panellists:
Adam Darvell,
Director of Strategic Innovation APAC, Salesforce.com
Huw Gildon,
Chief Strategy Officer, Ogilvy & Mather
Walter Jennings,
Vice President, Corporate Communications, Huawei Technologies