The PM Forum is a 5,000 strong regionally-based members' association, formed in 1996, dedicated to raising the standards of professional services marketing and to enhancing the credibility of marketers working in professional service firms worldwide.

In a climate of tight marketing budgets it is recognised that generating more business from existing clients is a cost-effective way to win new business. But it is not easy to implement cross-selling initiatives to a successful conclusion.

Why is this? What are the barriers? And how can they be overcome?

Smart partners have always realised the vital importance of networking to meet new contacts and gain insights into trends. Traditionally, this has involved mostly thought leadership to raise profile and events to meet people. The web provides a brand new set of opportunities. Websites, blogs and the paraphernalia of digital marketing mean that any firm can now develop a global presence.

Online business networking tools such as LinkedIn and Twitter enable those that enjoy networking to build a personal profile and massive communities of 'friends/followers' at a speed that would have been impossible through traditional routes – networking on steroids.

This event will be relevant to anyone involved in business development, whether marketers or fee-earners.

With pressures to bring in new income it is easy to believe that it's a 'numbers game' – the more companies you target, the more likely it is that some new business will come your way.

But is that the right approach, given the constraints of your resources? How can you decide whether company A would be a better prospect than company B? How do they fit in to your business plan? If a prospect doesn't turn in to a client, how do you find others to ensure that you end up with a flow of new business?

At a time when clients are harder to come by we are delighted to present a speaker who has a proven track record of increasing effectiveness and success rates in sales and pitching in the professional services sector.

Combining peoples' effectiveness with fee earners saying the right things and disciplined follow up, Chris Hughes will share insightful ways of looking at how your firm can be even more effective at winning new work.