Marketing Strategy vs. Marketing Calendar

As firms finalize accounting of last year’s performance, sort through bonuses and deliver employee reviews, partners are turning their sights to this year’s revenue bogey. Many are wondering where the revenue is going to come from and turning to their marketing...

The Unnatural Act of Cross-selling

The whiz kids from your expensive strategy consultant will often tell you that cross-selling is the solution to your firm’s growth challenges. “If clients like and trust your tax, they will like your IT consulting,” they say. “If they like your intellectual property...

How to Make Strategy Live When You’re Not in the Room 

Quick. Tell me the strategy of your organization. For bonus points, tell me how your team and your role fits into that strategy. And how it affects your actions each day, especially in terms of what you choose NOT to do as a result of the strategy. If you’re like most...

Expectations of a High Performance Marketing Team

With year-end approaching, many organizations are beginning their requisite employee evaluations. While evaluations are intended to provide fairness, paper trails and opportunities for “improvement,” they are of limited value in either helping marketers...

4 Steps to Align Buying and Selling Mentalities

My marketing education began before kindergarten, but I “officially” began working in my family’s auto parts business when I was thirteen years old. By working in our company’s many stores over the years, I came to appreciate the business, our employees...

The Marketing Brochure and the Peter Principle

When a prospect asks for a brochure, what is s/he really saying? “Wow! I really love what I am hearing. I want to share your brilliant solution with my colleagues. But, there is no way I could articulate your sales pitch as well as you. I need a brochure to do it for...

When it’s time to reinvent the firm

At some point, the capability, service or consulting model that built your brand becomes commoditized, trite or simply out of fashion in the business world. You have stopped growing and redesigning your logo isn’t going to fix it. It happened to actuaries at the HR...

Good, Bad and Ugly References

Why do firms only give out good references? Before making most purchases—large or small—I do my research. Amazon, Yelp, REI, Angie’s List and retail sites all give me opportunities to read reviews. When I read reviews, I first read the five-star reviews and one-star...

The Quest for the Perfect Tagline

  Firm leaders and marketers often look at B2C companies as the yardstick for taglines for their own firms. Nike, Apple and Coca-Cola are brands that often come to mind. We are familiar with them all and have probably been “inspired” by one of them to finish a...

Integrity Test

I was in a meeting recently where a leadership team was grappling with their long-term direction. They’re doing what many leadership teams must do – trying to discern how to kick-start growth in their business. It complicates things that they work in the healthcare...
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