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...

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Are Your Industry Experts Competent?

Are Your Industry Experts Competent?

Jeff here. Does your firm have an industry program?  Most firms would answer affirmatively, but do they really have an effective and sustainable approach? I began my professional services marketing career at Arthur Andersen and led marketing for one of the firm’s...

The Fallacy of Professional Services Productization

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...

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