Latest posts
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,...
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 suspect that I might get a lot of 4s. Humility would keep many from saying 5 and ego would keep...
A Professional Services Marketing Self-Assessment
This professional services growth and marketing assessment allows you to self-score 11 critical growth-enabling areas, then, weights and prioritizes each area for attention.
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
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...