Stupid Shit Marketing Should Not Do This Year

Stupid Shit Marketing Should Not Do This Year

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…

When It’s Time to Reinvent the Firm

When It’s Time to Reinvent the Firm

At some point, the capability, service or consulting model that built your brand becomes commoditized, trite or simply out of fashion in the business world. You have stopped growing and redesigning your logo isn’t going to fix it.  It happened to actuaries at the HR...
The Roles You Need on Your Marketing Team

The Roles You Need on Your Marketing Team

Professional services marketers fight hard to achieve their titles. Newbies start out as coordinators, move to managers, if they prove themselves, become directors, if they stick around long enough, and often become CMOs when they jump ship and negotiate the title...
The 3 Biggest Mistakes Marketing Leaders Make

The 3 Biggest Mistakes Marketing Leaders Make

“Send it to marketing and have them make it pretty” is a phrase you hear regularly in professional services firms. The “it” in the phrase could be a presentation, a proposal or any other brilliant marketing idea coming out of a practice. Most marketing organizations...

You Don’t Have a Marketing Problem

In 2002 Rajat Gupta, then managing director of McKinsey, pushed the firm’s head of marketing and public affairs, Javier Perez, out of the firm. The reason: multiple partners had shared their dissatisfaction with the firm to writer John Byrne in a wide-ranging feature...
Shocking the Soul Out of Your Firm’s Culture

Shocking the Soul Out of Your Firm’s Culture

In 1967, Martin Seligman, a psychology professor at the University of Pennsylvania, began conducting Pavlovian experiments on dogs to understand learning behaviors.  Seligman and his research partner, psychologist Steven Maier, observed helpless behavior in dogs that...
The Fallacy of Professional Services Productization

The Fallacy of Professional Services Productization

  Professional services firms are filled with smart, driven, client-focused people.  They spend their lives building and honing capabilities and expertise that are uniquely theirs.  They take their skills and apply them to big client problems with the hope of...
What is the “Optimal” Marketing Organization?

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...
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