Master This: Playing the Pursuit Game – Building a Strategy to Achieve Checkmate in Your Market
Module 1 | April 5 Opening Game – Laying the Foundational Strategy To Win the Pursuit Game
How you end is often rooted in how you begin. In the game of chess, your opening preparation helps to ensure you’re in a good position for the middle game and endgame. For A/E/C marketers, ensuring a strong opening game is critical to winning new work. In this session, we’ll explore how marketers can partner with business developers and doer-seller technical staff to precondition a client or market, gather critical intelligence, influence selection criteria, and lay the groundwork that sets you up for a successful pursuit and sets you apart from your competition.
Module 2 | April 7 Middlegame – Controlling the Center To Dominate the Pursuit Game
Qualifications, proposals, and cost estimates commonly make up the center of the pursuit process. Parallel to chess, maintaining any lead gained during the opening game requires that you seize the middle and control the center. In this session, we’ll discuss how marketers can emerge as a strategic lead for the middle game while still accomplishing the tactical deliverable requirements through organization, compliance, continuity, and articulation of your firm’s unique value proposition.
Module 3 | April 11: Endgame – Final Tactics To Achieve Checkmate in the Pursuit Game
Each move in chess must have a purpose and that purpose should be part of an overall strategy to win. But at the moment of checkmate there is only one winner. In the A/E/C industries, the game is not won until a contract has been signed. In this session, we look at how marketers can provide strategic coaching in the final stages of a pursuit to master the interview, manage the decision process, deliver on early work, navigate contract negotiations, recover from a loss, and prepare for the next pursuit.
Rachel Kennedy has worked in talent acquisition at The Beck Group and The Container Store, where she initiated internship & mentorship programs, and built recruiting teams. With a heart for company culture, and a curiosity about how people find companies, she discovered employer branding: the perfect intersection of her background in recruiting and love for marketing.
Today her firm, Southern Lighthouse, helps businesses attract the right people to their unique cultures through the power of their employer brand. She was featured in Authority Magazine on her pandemic-driven career pivot.
Rachel is a mom of two wild boys, cookie lover, wife, and tea aficionado who lives in Dallas, Texas.