Latest posts
Brand Architecture in Professional Services: Curing “I-didn’t-know-you-did-thatitis.”
Why do your clients buy services you offer from other firms? It happens time and time again. You learn through the grapevine or through a loyal client that another client has just chosen a competitor for a service that you provide. When you ask your client why he...
Pope Francis’ Message for Leaders of Professional Services Firms
Some might say that it wouldn’t be prudent to mix business and religion. I’d argue the opposite. On March 13, the Roman Catholic Church elected a new leader: Pope Francis. From the start, he has created quite a stir. As a Catholic, I have a vested interest in his new...
The Fallacy of Professional Services Productization
Next to cross-selling, “productization” (or the act of turning a successful engagement into a commercial product) is the holy grail of professional services firms. Productization allows firms to package repetitive processes, achieve scale, increase profitability, and...
Professional Services Brands and the Tiffany Blue Box
How many times has your firm rebranded? Maybe a downturn in business or the arrival of a new marketer has signaled to someone that it’s time for a new visual identity: new colors, a new logo, a new tagline. If you’ve been around for a while, you have probably traveled...
What is the “Optimal” Marketing Organization?
What is the "optimal" marketing organization? is a question that I get asked very often. It is a great question, but it misses a bigger issue. Marketing in professional service firms can be MESSY. Marketing departments are tossed hither and yon as firms wrestle with...
Why your marketer doesn’t “understand” your firm’s business.
I often hear partners and practice leaders complain: “Marketing doesn’t understand our business!” The first time I heard this, I thought it quite a remarkable comment. I wondered how people charged with identifying new markets, reaching new clients, launching new...
Are you squandering your business development investment?: A Muzeview podcast interview with Chris Aitken and Jeff McKay
Firms focused solely on lead generation risk squandering their marketing investment and sub-optimizing their business development efforts. Paul Gladen, President & CEO of Muzeview, leads a thoughtful discussion with Chris Aitken of Muzeview and Jeff McKay of...
Lead Nurturing: Professional Services Marketing Priority
Content marketing and its supporting platforms represent a fundamental shift in professional services marketing from a traditional “branding” focus to a new priority: lead nurturing. Lead nurturing is the process of building relationships with qualified prospects...
Aligning Thought Leadership and Content Strategies to Drive Growth: An Interview with Paul Gladen of Muzeview
In a recent interview with Paul Gladen, President & CEO of Muzeview (and a recognized expert on thought leadership), Paul and I separate hype from prudence in the latest rage: “content marketing.” Listen to Aligning Thought Leadership and Content Strategies to...
Understanding the Buying Cycle: It’s not WHY Clients Buy, but HOW?
Professional services firms spend tens of thousands, if not hundreds of thousands, of dollars trying to understand WHY clients choose to work with the firms that they do. Let me give you a gift and save you the money. Every market research study I have seen (and I...
Aligning Marketing Goals with Your Partners’ Goals
Are you measuring marketing's activities or its impact on growth? Recently, I had a meeting with a talented Chief Marketing Officer at a strategy-consulting firm. The subject of the discussion was the integration of marketing and business development. When I asked how...
How to Easily Invest Your Marketing Budget
Traditionally, marketing dollars are allocated by individual lines of business. More often than not, the largest lines of business command the biggest percent of the marketing budget. After all, they are the “cash cow.” But this way of thinking is outdated,...