Developing the BD Coaching Framework

At SHFT Happens, our journey with the KPMG WAY Coaching Program began by laying a solid foundation. We conducted thorough due diligence to understand the existing coaching practices across KPMG member firms. Our goal was to identify strengths and gaps, allowing us to define a globally consistent BD coaching methodology. This meticulous process resulted in the creation of a comprehensive toolkit for local adoption, ensuring that each member firm could implement the coaching framework effectively and uniformly.

Defining BD Skills and Measurements

Recognizing the importance of robust assessment, KPMG and SHFT Happens focused on defining and measuring BD skills and mindset. This involved a two-step approach: level setting and continuous measurement.

Designing Training and Support Materials

We then developed training and support materials to facilitate the program's rollout. This included the Global Adoption and Communication Strategy, the content, facilitator guides and participant workbooks etc. Additionally, we crafted templates and worksheets to support the coaching methodology, providing coaches with the necessary resources for effective delivery. To streamline access, we established a portal for resource sharing, creating a centralized hub for all materials and guidance.

Driving Adoption and Engagement

Our role extended beyond development to actively driving adoption and engagement. We led workshops to introduce the BD Coaching framework, ensuring all stakeholders were well-versed in the new methodologies. To foster a culture of continuous improvement, we activated a network of BD coaching champions who promoted best practices within their teams. Regular webinars and community events further supported the program rollout, maintaining high levels of engagement and support.

Implementation Phases

The implementation of the KPMG WAY Coaching Program was structured into several phases:

Due Diligence: We collected information on current coaching programs and identified key issues such as inconsistent coaching approaches and the lack of formal frameworks. This comprehensive analysis informed the subsequent phases of the project.

Definition: We established clear objectives for the BD Coaching Program and secured commitments from the BD network for program validation. This alignment with KPMG's strategic initiatives was crucial for the program's success.

Design: We formulated a global coaching methodology and designed the activation and deployment strategy. Validation with the BD network and executive teams ensured the framework met all stakeholders' needs and expectations.

Development: We created all supporting materials and deployment guidance, and developed a BD Coaching Community for continuous improvement and support among coaches.

Deployment: We rolled out the program globally, starting with initial pilots, and launched it through a series of workshops and WebEx sessions, ensuring smooth and effective implementation.

Client Engagement and Relationship Building

Our approach to client engagement was comprehensive and strategic. We engaged with clients across diverse industries, from startups to multinational enterprises, to understand their needs and introduce KPMG's expertise. By targeting new clients and nurturing existing relationships, we enhanced service line penetration, ensuring KPMG's offerings met the evolving needs of the market.

Strategic Sales Management

Collaborating with Sector and Client Lead Partners, we devised and executed targeted plans for fostering relationships and optimizing revenue generation. Implementing effective sales processes, including pricing strategies and negotiation techniques, we ensured successful conversions and maximized revenue potential.

Knowledge Sharing and Coaching

We provided coaching on sales and proposal best practices, fostering a culture of continuous improvement within the team. By sharing insights and market intelligence, we deepened the understanding of client needs and emerging trends, empowering KPMG's professionals to deliver exceptional client experiences.

Stakeholder Engagement

Cultivating strong relationships with internal stakeholders, including Sector/Service Line Lead Partners and Client Lead Partners, was vital. We ensured seamless coordination across all KPMG capabilities to deliver integrated solutions to clients, reinforcing the value of a unified approach. 

Through our strategic involvement, SHFT Happens played a vital role in embedding a consistent BD coaching framework within KPMG. This initiative significantly contributed to fostering a client-centric culture, enhancing KPMG's business development capabilities globally, and driving meaningful engagement with clients. Our comprehensive approach ensured that KPMG professionals were well-equipped to deliver exceptional client experiences and drive business growth.