Take Your Firm to the Next Level

Professional Services Marketing & Sales

Professional services firms reach a maturity and competitive field that requires a more sophisticated sales and marketing approach to sustain competitive performance and growth.

We help firms get to their next level of performance.

There are two Marketing Schools of Thought in Professional Services

The one your firm has chosen is delivering your current results. Did you choose the right school?

The Challenge

Leaders want their firms to:

  • Move upstream to larger clients and engagements
  • Leverage strong brand preference among existing clients to cross-sell services
  • Be more strategic in identifying high potential markets and ideal buyers
  • Allocate marketing investments for the highest ROI
  • Increase selling effectiveness and productivity
  • Develop stronger lead generation capability
  • Tell the firm’s  “story,” in all its growing complexity, more simply and consistently

Most firms don’t make the leap.

professional services marketing and sales capability
professional services Marketing Team

The Solution



Engineer out the BS of PS

All professional services firms share innate growth hurdles borne of matrix structures, incentives, fungible offerings, competitive markets, and unique cultures—the BS of PS.

Top firms think about these “barriers” in a new way and turn them into opportunities through smart strategic choices and action-oriented sales and marketing structures that play to THEIR strengths, strategic objectives, and cultures. They don’t build copycat, cookie-cutter Sales and Marketing functions.

Failing to address the BS of PS wastes your marketing investment and creates systemic risks to the business–wasted billable time, suboptimal sales opportunities, longer sales cycles, weaker brands, slower growth, and allowing competitors to define you to their advantage.

Ultimately, firms who refuse to address it get left behind.


After 20 years in the marketing hot seat helping top global consulting firms grow,

I created Prudent Pedal to help professional services firms realize their full potential.


Who We Help

We serve business leaders in insight-driven B2B firms. 

Traditionally these firms have been “professional services firms” offering pure strategy, IT, financial, or human capital consulting solutions. Today, these firms are complex hybrids, like SaaS companies, that provide a dynamic combination of professional services, software, and data.

Our clients sell sophisticated solutions to sophisticated buyers through complex buying cycles. Their markets are competitive, demanding, and dynamic. Their employees are intelligent, driven, and client-centric. Their organizational structures are matrixed and geographically dispersed. 

These leaders want guidance and demand prudent, proven solutions that accelerate growth and build strong brands.

professional services marketing assessment

How We Do It

We help business leaders accelerate growth by laying the proper growth-building blocks, augmenting Marketing’s strategic capability, and increasing sales performance.

We develop smart growth strategies and build the sales and marketing organizations to deliver them—no matter your industry, size, geography, or culture. We start by translating firm growth intent into action-oriented sales and marketing strategies, then we build the operations and enablement processes that align Sales and Marketing to drive growth.


How we DON’T do it.

We don’t develop over-baked strategies that ignore external and internal realities, offer generic assessments, avoid hard choices, and sit on a shelf. We don’t create pretty logos, write taglines, or choose Pantone colors for your brand identity.  We leave that work to the overpriced strategy firms and “creative” agencies of the world.


We identify what’s holding your firm’s growth back and help you overcome it.  


Our Thinking

Getting Buyer’s Journey Mapping Back On Track
Getting Buyer’s Journey Mapping Back On Track

Well, we’ve reached the point where Marketing has ruined a good thing once again. We did it to social media, buyer personas, podcasting, marketing automation, Christmas, Easter, and Memorial Day. What have we ruined this time? We’ve managed to ruin the critical,...

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Why You Need a Selling Philosophy
Why You Need a Selling Philosophy

A firm's reputation begins taking form the moment one of its employees begins interacting with a prospect.  A sales meeting is one of the first and most important interactions because prospects understand that "how a firm sell me is how they will serve me." When...

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How to Present to Executives
How to Present to Executives

Over my career, I have received, given or simply observed thousands of briefings, pitches, and proposals. There is a clear delineation between effective and ineffective presenters and business-development winners and losers. If you want to be an exceptional marketer...

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Brand mistakes professional services firms make

Sure, you want to grow,
but is your firm ready?

Most firms think a “marketing” or “brand” problem is slowing their growth. Don’t be so sure.

Self-score your firm’s effectiveness in 11 critical growth areas.

…few people know how to actively listen, ask provocative questions and penetrate to the heart of a matter…Perhaps, that is why most marketing strategists seem stuck; they can’t explore, search and understand businesses the way Jeff McKay does.

Gunnar Branson


Jeff contributed far more to the organization than we could have dared to ask: he stepped in and led the marketing team as if he had been there for years, serving as mentor to support their professional development; he successfully ran and improved the marketing processes during a series of high pressure and time-sensitive work supporting several large software releases; and he provided strategic consultative guidance to the management team…

Stratford Dick

Head of Product Management, Autosoft DMS

Prudence is right reason in action.

St. Thomas Aquinas

Why “Pedal”?

We use the bicycle pedal stroke as a metaphor for producing maximum power with maximum efficiency. 

Cyclists need pedaling to be both effective and efficient to produce large amounts of power that can be sustained over time. 

The pedal motion is made up of two semicircles: the first pushing down and the second pulling back. The left semi-circle followed by the right semicircle creates a seamless transition from the left pull back to the right push down. Getting it right means more total power from each revolution for equal or less energy input.


At Prudent Pedal, we see Marketing as one leg of an efficient machine and Sales as the other. The goal is create equal strength and power distribution that produces maximum strategic impact for the firm.




We translate your growth intent into strategic actions.

  • Position & build brand strength
  • Identify high potential markets and ideal buyers
  • Move upstream to larger clients and engagements
  • Leverage strong brand preference among existing clients to cross-sell
  • Establish a more strategic Sales & Marketing approach to growth

Learn more

Marketing Performance

We build marketing capability that delivers strategic impact—no matter your investment level, firm structure, or culture.

  • Build a high-performance Marketing organization
  • Allocate marketing investments for the highest ROI
  • Deliver strategic impact across the firm

Learn more

Align Marketing with Sales

We develop the playbook that unleashes your teams’ combined strengths.

  • Increase Sales productivity & effectiveness
  • Produce higher quality leads
  • Improve key account performance
  • Deliver better sales intelligence and messaging

Learn more

Firms That Have Moved to the Next Level

Don't know where to start?

That's easy. Set up a 30-minute conversation.

No charge. No pressure. No strings. 

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