Why Your GTM Strategy Depends on Your People Showing Up as Their Best Selves
The Human Multiplier in Professional Services GTM Strategy We all know that person—self-confident yet humble, comfortable in their skin, seemingly in flow with life. They’re not trying to impress; they just are. What makes them compelling isn’t their...What is the IC Triad and Why Is It Important?
The IC Triad is a term I coined for one of the three core Systems in the Prudent Pedal Growth Framework. Once the firm sets its strategic direction using the GPS System, the IC Triad serves as the mechanism by which it achieves that direction. I chose the word IC,...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.
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...12 Steps to Transform Professional Services Marketing
Professional services marketing is like no other.
Professionals services firms market complex, intangible solutions to what are big, public, and potentially embarrassing problems. The solutions are bought by the most sophisticated c-level buyers at top companies around the globe. And, professionals must operate from Byzantine, matrixed systems in one of the most political and contentious ownerships structures, a partnership.
How Much Should a Professional Services Firm Spend on Marketing?
This is one of the most popular questions asked among practice leaders and marketers in professional services. An agency colleague told me recently that the correct answer from most marketers is always “more.” Yet, most partners and busines…
Stupid Sh*t Professional Services Marketing Should Not Do
If you’re a practice leader or partner, you’ve probably received your sales “number” for this year. Your primary goal is hitting it. If you want your marketing team to improve your chances of hitting it, then stop asking them to do stupid s…