Expectations of a High Performance Marketing Team

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 helping marketers become...

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

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

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

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

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...

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

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...