What is Marketing?

My wife says that I tilt at windmills when I try to convince the professional services world that Marketing is strategic and more than making things pretty. Alliance partners and business leaders say they have the “strategic stuff” covered. My marketing peers wonder why I expend so much energy and political capital fighting an undefeatable foe.  After all, it’s easier to just ride a horse in the direction it is going.

In the immortal words of John McClane inspired by his love of old-time westerns in the movie Die Hard, “Yipee ki yay,…!”

Here is a typical conversation I have with audiences after my presentations, with prospects, marketing peers, and alliance partners.  There is a theme here.

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. 

4 Steps to Buying Martech in Professional Services

Adobe’s recent acquisition of Marketo had the blogosphere abuzz on what the acquisition means to the martech industry (read here, here, here). Marketo is another in a long list of marketing automation platforms devoured by larger players (e.g. Eloqua, Aprimo,...

Aligning and Exploiting Your Team’s Strengths

Have you ever found yourself stuck in a role, stuck with a boss, and stuck in a life that just feels like all the universe’s karma is aligned against you and your dreams? If you’re not the Chosen One, I suspect you know what I am talking about. It’s not a fun place to...

3. What Do Our Goals Say About Us? 10 Questions Prudent Firms Ask Themselves

In my last post on the 10 Questions Prudent Firms Ask Themselves, I addressed Question 2 What are our goals?  I outlined a continuum of 3 types of organizations and how a firm’s worldview shapes whom it serves, why, and how. Does the firm serve Shareholders, a broader...

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.

Podcasts

The World’s Only Podcast to Deal with 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.

Evaluating Growth Opportunities with David Rhoads, Managing Partner, Farenheit Consulting

by Jeff McKay | The Prudent Podcast

Lead Nurturing with partners Chris Aitken & Paul Gladen from Muzeview

by Jeff McKay | The Prudent Podcast

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

Videos

Stop Focusing on Logos, Colors, and Taglines

You’re not building a brand. You’re building a reputation—and it starts from the inside. Grow with purpose and leave a legacy, not another commoditized firm spewing marketing speak.

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

Talk with the prudent thinker about your firm.

Schedule a free, no obligation, 30-minute consultation.
things marketing should not do infographic

Want to grow?

Then, stop asking marketing to do these 20 tasks that waste time, money, and resources. Get them focused on the right things.

Thanks for downloading. You made a prudent decision!

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