We Help Firms Accelerate Growth and Build Legacies
Don’t get stuck in first gear dabbling in marketing. Grow with purpose.
Growth in professional service firms is hard. Anyone telling you otherwise is selling snake oil.
The intangible, fungible nature of solutions, matrix structures, contradictory performance measures, competitive landscapes, and cultures make these firms unique.
These attributes amplify organizational friction and dysfunction. If not addressed strategically, they lead to sub-optimal growth and can cost a firm its soul. Harnessed correctly they can build a legacy.
READ: How Much is Organizational Dysfunction Impacting Your Firm’s Growth?
After 20 years in the marketing hot seat helping top consulting firms grow, I now help others accelerate growth and build legacies.
…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 BransonImitation may be the highest form of flattery, but it’s no way to build your marketing organization.
While firms share attributes, the optimal marketing organization is unique to each firm. Your marketing organization shouldn’t be your competitor’s marketing organization.
I’ve helped many outstanding firms grow with purpose.
Purposeful growth requires translating growth intent into action, fabricating an engine for growth, and activating the firm.
Translate
I help you prioritize, choose, and translate your growth intent into strategic actions.
Fabricate
I build your marketing capability to deliver strategic impact—no matter your investment level, firm structure or culture.
Activate
Marketing is about a relentless pursuit of understanding, anticipating and meeting client needs. Marketing does not end because tactics have run out. If firm leaders accept tactical actions instead of strategic results, the firm is dabbling.
I drive revenue growth and increase marketing ROI.
Don’t damage one of your firm’s most precious assets.
Conventional brand wisdom often misleads firms with the wrong priorities and tactics.
In this guide, I share what I’ve learned helping rebrand some of the world’s top consulting firms so you don’t make the same big mistakes. Most important, learn how to build your firm’s legacy, not it’s brand.
A Sample of Prudent Thinking
Stupid Shit Marketing Should Not Do This Year
If you’re a practice leader or partner, you’ve probably received your sales “number” for this year. Your primary goal is hitting it. If you want your marketing team to improve your chances of hitting it, then stop asking them to do stupid s…
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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...
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What is Marketing’s Role?: Two Schools of Thought on Professional Services Marketing
What is Marketing's Role in Your Firm? Every year about this time cyclists ramp up an enduring argument. If you are a cyclist, you know where I am going. It is the great base-building debate. There are two schools of thought. The first is traditional, laid back and...
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The Roles You Need on Your Marketing Team
Professional services marketers fight hard to achieve their titles. Newbies start out as coordinators, move to managers, if they prove themselves, become directors, if they stick around long enough, and often become CMOs when they jump ship and negotiate the title...
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Are Your Firm’s Values Any Different Than the Local Dry Cleaner’s?
When I shop at Target, eat at McDonald's, buy a new bike at a local bike shop or even get my shoes shined, I expect the people I interact with to have integrity, provide great service, give me a quality product and be accountable for delivering what the company has...
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The 3 Biggest Mistakes Marketing Leaders Make
“Send it to marketing and have them make it pretty” is a phrase you hear regularly in professional services firms. The “it” in the phrase could be a presentation, a proposal or any other brilliant marketing idea coming out of a practice. Most marketing organizations...
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