Latest posts
8 Ways to Strengthen Your Intellectual Capital Agenda to Drive Growth
In The Marketing Trend Devouring Your Core Business, I described how SaaS companies are using content marketing to aggressively commoditize traditional professional services firms. This week I offer some suggestions firms can put in place to immunize themselves...
What Do Clients Buy From Professional Services Firms
If you were to ask me what is the one common marketing error most professional services firms make, I would not hesitate to say, “They fall in love with their ‘solutions’.” By that I mean they make their internal P&L structure their market face and become...
7 Steps to Get the Most Out of Hiring a Fractional CMO
You're hiring a Fractional CMO. Now what? Congratulations on your bold decision to add the insightful strategy and marketing leadership of a Fractional CMO to your team of trusted advisors! You know that the right CMO can help catapult your firm to the next level of...
3 Steps to Align Sales and Marketing in Professional Services
Aligning Sales and Marketing in professional services–in any industry for that matter–is a perpetual challenge. If you spend time in either function, you know what I’m talking about. Marketing blames Sales for not following up on the leads they share. Sales says the...
How to Develop a Professional Services Marketing Strategy – Part 1
This post is the first in a series to share how professional services can develop and execute marketing strategy. Unfortunately, this series will not give you a template that you can simply fill in. Instead, it will give you a strategic framework to guide both the...
ESG’s Impact on Professional Services
Environment, Social, and Governance (ESG) “marketing” is the season’s latest trend. If you haven’t noticed, it might be a good time to start paying strategic attention because it will be impacting your firm in a significant way shortly. Why is ESG important to...
From the Bike: The Best of R&P
Listening to past episodes of Rattle & Pedal really made me appreciate how blessed Jason and I are with phenomenal guests and listeners. Here are a few of my favorites.
Marketing Guidelines for Professional Services Firms During the Covid-19 Pandemic
Here are 6 immutable marketing guidelines for professional services firms during the COVID-19 pandemic that will build your reputation—or at least protect it until it’s over.
How Are You Spending Your Social-Distancing “Vacation”?
Yesterday my 17-year-old, over-achieving daughter shared her Spring break, social-distancing To-Do list. She put the list together on her own (no parental mandate) because her Spring break plans were canceled and social media just was getting old (there is hope for the world.). With her permission, here are a few items on her list:
How to Evaluate Your Marketing Team
In my last post, How to Evaluate Your Marketing Leader, I laid out a rubric for managing partners to assess the performance of their marketing leaders. My approach delineated between my two schools of marketing thought in the professional services world--the...
How to Evaluate Your Marketing Leader’s Performance
In the hope of helping you, your firm, and your marketing leader succeed, I have put together a cheat sheet called How to Evaluate Your Marketing Leader’s Performance.
5 Steps to Get 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,...