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

I'm releasing a new Professional Services Marketing Assessment. Here's what makes it different and why it's important.   Leaders who seek me out are frustrated with their marketing results. They don’t have enough leads; their brand lacks awareness; a competitor...

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...

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...

Presentations

Building the OPTIMAL Marketing Organization

There is no perfect marketing structure, but there is an optimal structure for your strategy, firm culture, and desired level of investment. This presentation recorded at the  Association of Accounting Marketing: Summit 2018 helps you think through the 5 Tough Questions you must answer before building your marketing organization.

Prudent Guides and White Papers

The BS of PS

Your guide to overcoming the roadblocks to growth and legacy in the wonderfully dysfunctional world of professional services.

Growth in professional services is essential. It provides scale, opportunity, strategic options, and wealth. But, pursuing growth for growth sake is the mindset of a cancer cell and it can cost a firm its soul.

You’ve Stopped Growing and Redesigning Your Logo Isn’t Going to Fix It

The capability, service or consulting model that built your brand becomes commoditized, trite or simply out of fashion.  All firms reach this place. What distinguishes professional services firms from others is how they see, interpret and transcend what is happening.

Here’s how to get growing again.

Build the Marketing Function that is Right for Your Firm

All firms have different strategies, talent, budgets, and goals. Don’t build a function the way some benchmark says you should.

Build it so it achieves YOUR firm’s strategic objectives.

Are You Allocating Marketing Investments to be Fair or to Drive Growth?

You can’t do both.

This is your guide to a more intelligent and effective way to allocate your precious marketing dollars.

Win the budget battle by being smarter and more strategic—not by being a squeaky wheel.

As a marketing leader, I have helped rebrand some of the world’s top consulting firms. I’ve learned a lot from my mistakes along the way.

The 20 Biggest Brand Mistakes Firms Make (and How to Avoid Them) is written for firm leaders to help you avoid mistakes professional services service firms repeatedly make with one of their most precious assets.

Podcast

LISTEN to the Only Podcast Addressing “The BS of PS”

Rattle and Pedal, hosted by Jeff McKay and Jason Mlicki, offers divergent thinking on growing professional services firms. Be prepared for an unorthodox exchange on life in professional services.

LATEST EPISODES:

  • Experts Write!

    Jason and Jeff finally agree on something. If you want to be seen as an expert, you have to produce intellectual capital. Writing may not […]

  • Should Marketing Be at the Leadership Table?

    As usual Jeff and Jason disagree. This time over if, and when, a marketer should be a member of a firm’s senior leadership team. The […]

  • Clients are Stupid!?

    Have you ever heard something along these lines said in your firm? Jeff and Jason jump into the many reasons why clients make decisions […]

Infographics

If you’re a practice leader or partner, one of your primary goals is hitting your number.

Improve your chances of hitting it by not asking marketing to do these 20 things that waste time and resources. Free them up so they can get to more demanding, and more valuable, work.

There are two Marketing Schools of Thought in Professional Services.

The one your firm has chosen is delivering your current results. Did you choose the right school?

29 More Demanding and Valuable To-Dos Once You’ve Stopped Doing Stupid Sh*t.

This is the sister to our “Stupid Sh*t Marketing Should NOT Do” infographic, one of our most popular downloads for both marketers AND practice leaders.

Do you want to grow faster, be more profitable, and differentiate your company?

Then, identify your ideal client. Identifying an ideal client is the fundamental building block of a profitable, growing business. Some firms wait until they have stopped growing and need to painfully retrench. Others do it when they are king of the hill and have the luxury of excessive demand.

Take the single action that has the greatest impact on your firm

Strategic Marketing Tools

Marketing Capabilities Gap Assessment

You can’t build a high-performance marketing machine without knowing your starting point.  This simple, powerful tool allows you to quickly, cost-effectively create a heat map of your firm’s growth capabilities.

Matrix Madness Harmonizer™

There exists no more powerful and dangerous organizational structure than a matrix. Properly managed, it unleashes innovation, collaboration, client-centricity, and high-performance teamwork. Mismanaged, it is the sand–pebbles, rocks, and boulders–in the gears of the machine. This tool helps you unleash the power of the matrix.

Sales Pipeline Calculator

It’s difficult for marketing to hit a nebulous “lead” target. This intuitive tool allows you to pinpoint the number of prospects, leads, and opportunities that Sales and Marketing need to drive to surpass your growth goal.

Popular Articles

How to Write a Brochure, If You Must
How to Write a Brochure, If You Must

I lament the overuse of marketing brochures as crutches in lieu of purposeful discussions and meaningful client interactions. I simply try to avoid spending marketing time and resources on perfunctory, haughty, worthless marketing collateral.

HOWEVER, if Marketing is going to produce a “brochure,” here is how to write a brochure correctly.

read more
12 Steps to Transform Professional Services Marketing
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. 

read more

Talk with the prudent thinker about your firm.

Schedule a free, no obligation, 30-minute consultation.

Pin It on Pinterest

Share This