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...

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 marathon,...

Integrity Test

by Ted Harro 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...

How Much is Organizational Dysfunction Impacting Your Firm’s Growth?

It really doesn’t matter which professional services industry you call home—consulting, law, accounting, IT, strategy—firms are driven by the desire for growth. Growth provides opportunity and wealth—good things. Unfortunately, most firms never achieve their...

Eliminating the Pain of CRM

Recently, I was in a meeting of senior accounting marketers. As we were discussing challenges, ALL were bemoaning the use of—or the lack of the use of—their firm’s CRM system. I heard complaints like: “It’s like pulling teeth to get our partners to use it. “ “It’s too...

When Your Market Shifts

How do you know when your market is shifting? It is a fundamental question that should be asked in most firms much more often than it is. Signs that your market is shifting include slowing sales, a remix of your service revenue, declining profitability, changing buyer...

A Marketing Manifesto

For four weeks, I have the pleasure of being in Rochelle Moulton’s inaugural Instant Authority program with a group of talented professionals from firms big and small.  The goal of the group is to parlay our talents, experiences and point of view into a one-of-a-kind...

Following Clients Home

I spoke to a former researcher for Leo Burnett recently. She was describing her passion for getting to know her clients’ customers and their ideas through focus groups and one-on-one conversations. She enjoyed the “intimacy” of following customers into their homes to...