Marketing Strategy, Organization & Delivery for Professional Services Firms
The Messiness of Professional Services Marketing
While professional firms provide a great model for the modern organization, they are far from perfect. We call this imperfection “messiness.”
Until firms attack the real problem, they underachieve growth potential.
Maximize Marketing ROI – A Cycling Metaphor
There are 3 key points in the pedal stroke to maximize power and endurance.
Mashing down over the top (like kids and most cyclists do)
Pulling through at the bottom (a more experienced approach)
Lifting the weight of the leg as it moves back up and sets up the next cycle (an advance technique)
Improving any stage of the pedal stroke improves overall performance.
Marketing plays by similar rules.
There are 3 “power” stages of the marketing cycle.
Most firms focus only on one, perhaps two.
As a result, they underperform and growth suffers.
High performing firms don’t focus on accommodating loud partners, making things pretty, measuring event attendance, and trying to grow everything.
They choose a more prudent way.
Power in the Right Direction
How we think about marketing
Most firms never achieve their growth potential because they do not recognize nor address the fundamental issue limiting their growth.read more