Measuring Professional Services Marketing Effectiveness

If I were to ask chief marketing officers (CMO) at professional services firms around the world to measure their teams' current marketing effectiveness on a scale of 1-5, I...

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Building Consensus in Professional Services

Building Consensus in Professional Services

If you find yourself in a partner meeting having achieved consensus on a strategic choice without blood and guts having been spilled on the conference table, then you have probably not made a strategic choice. Professional services firms don't build consensus any...

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...

Ready to Change

Ready to Change

In the past, I've manned a suicide hotline. I've worked with troubled youth. I've spent time around 12-Step programs. Today, I work as a grief counselor. I have received much training to prepare me for each of these roles.  I’ve been taught to listen, to ask...

Taking the Path of Least Resistance

Taking the Path of Least Resistance

Human beings love the path of least resistance. We want the easy route to success, fame, wealth or power. Time and effort are for chumps.   Managing partners want a brand like Apple. Practice leaders want super-charged growth—today. Business developers want...

Identifying Market Opportunities

Identifying Market Opportunities

A growing number of Americans self-describe as “spiritual, not religious” or have given up on God and religion altogether. In fact, several empirical studies show that America is becoming less religious. For example, Pew Research shows that the Christian population...

The Generous Act of Marketing

The Generous Act of Marketing

For the past 20 years, the B2C marketing profession has been moving in the direction of professional services. These consumer-focused companies are finally learning what professional services firms have known for decades—dare I say centuries. Sales and Marketing are...

Creating an “Umbrella” Brand: Brand Mistake No. 10

Creating an “Umbrella” Brand: Brand Mistake No. 10

“Master brand” is a term used frequently in professional services.  A master brand allows a firm to present itself under a single moniker, one visual identity, one value proposition, and one tagline. Either no sub-brands exist or those that do are properly subservient...

Lessons from a Life in Marketing Leadership

Lessons from a Life in Marketing Leadership

This past week I said, “Happy retirement!” to the best manager and leader with whom I have ever had the pleasure to work, Nancy Pechloff at Andersen. I refer to my time working with her as my “karate kid” days. The things she taught me have become such a part of who I...

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