Leadership Learning for Senior BDMC Professionals
ICON Lead is an exclusive, invitation-only learning and development series for senior business development, marketing and communications (BDMC) leaders and directors within ICON’s corporate member firms.
Designed for those shaping strategy, driving growth and leading change across the profession, ICON Lead brings together peers to explore the issues, opportunities and innovations influencing the future of BDMC.
The 2026 program combines in-person and online sessions to deliver high-value learning, networking and strategic insights tailored to the realities of professional services marketing. Each session is held under Chatham House Rule to encourage open and honest discussion among peers.
2026 Program Topics
AI & Technology: Is your marTech stack fit for purpose?
From CRMs and pitch automation to everyday AI tools, the right marTech stack can transform efficiency, client engagement and revenue. This session explores the tools firms rely on, the problems they solve and why they are (or aren’t) worth the investment - both in cost and implementation.
Strategy: How leading firms shape BDMC strategy
Beyond firm size and structure, your strategic approach is influenced by internal cultural drivers unique to your organisation. This session examines best-practice approaches - such as bottom-up versus top-down models - and how culture can be shaped to improve buy-in and long-term success.
Leadership: Influencer vs authoritative leadership styles - what works and what doesn’t?
Leadership has evolved significantly in recent years, with traditional hierarchical approaches losing traction with the new generation of BDMC professionals. This session explores how to lead with credibility and empathy, even when the stakes are high.
Revenue: The rise of sales in professional services - how to make it a success
No longer a dirty word, ‘sales’ is now a critical KPI for many professional services firms. Whether you are encouraging your firm’s leaders to adopt a sales mindset or building a sales capability within your team, this session looks at the opportunities and challenges of implementing sales strategies effectively.
Team Management: How to structure and lead a highly effective marketing team
Over the past decade, BDMC teams have become more complex, with new roles, functions and specialisations reshaping how they deliver value. This session explores how to build proactive, high-performing teams that drive growth and position marketing as a strategic business partner.
Client Experience, Retention & Growth: Driving loyalty and growth through client-centric strategy
Senior marketing and BD leaders play a vital role in helping firms build stronger client relationships and achieve sustainable growth. This session focuses on leveraging data insights to identify cross-practice opportunities, embedding client-centric culture, and creating strategies that strengthen loyalty and unlock new growth.
Participation in ICON Lead is by invitation only and open to senior BDMC professionals from firms with an ICON corporate membership.
For more information about ICON Lead or to express interest in future programs, please contact oru team.