Are you squandering your business development investment?: A Muzeview podcast interview with Chris Aitken and Jeff McKay

by | Business Development, Marketing ROI

Firms focused solely on lead generation risk squandering their marketing investment and improving sales and marketing integrationsub-optimizing their business development efforts.  Paul Gladen, President & CEO of Muzeview, leads a thoughtful discussion with Chris Aitken of Muzeview and Jeff McKay of Prudent Pedal on a paradigm shift in professional services marketing—from brand and lead generation to lead nurturing.  Listen to interview.

In this podcast, they cover:

  • The difference between lead generation and lead nurturing
  • How lead nurturing supports the complex sale
  • Why firms should care about lead nurturing
  • What techniques are being used today to drive growth
  • The importance of aligning marketing, business development, and the firm
  • Why “business as usual” squanders your marketing investment

Listen now.

About the Author

Jeff McKay
Founder & CEO
Prudent Pedal

As a strategist and fractional CMO, Jeff helps firms set smart growth strategies in motion. He was the SVP of Marketing at Genworth Financial, the Global Marketing Leader at Hewitt Associates, and held senior roles at Towers Perrin and Andersen. Learn more.

Is your firm achieving its full growth potential?

Growing professional services firm


Related posts

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...

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...

12 Steps to Transform Professional Services Marketing

12 Steps to Transform Professional Services Marketing

Professional services marketing is like no other.

Professionals services firms market complex, intangible solutions to what are big, public, and potentially embarrassing problems. The solutions are bought by the most sophisticated c-level buyers at top companies around the globe.  And, professionals must operate from Byzantine, matrixed systems in one of the most political and contentious ownerships structures, a partnership.