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.
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.
Marketing Villains—The Fads and Campaigns We Love to Hate
We’ve talked about marketing heroes—now we talk about the villains. In this episode, we share some of the marketing fads and […]
Marketing Heroes—Who’s Shaped Your World View? Part 2
Jason and Jeff continue the discussion on the people who have influenced them in their careers and in their thinking on marketing and […]
Productization—Turning Your Service into a SaaS Product
Have you ever considered turning one of your services into a product? In this episode, Jason and Jeff share reasons why you might consider […]
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
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.
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.
“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...
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...
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...
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? 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 wrestle with...
I often hear partners and practice leaders complain: “Marketing doesn’t understand our business!” The first time I heard this, I thought it quite a remarkable comment. I wondered how people charged with identifying new markets, reaching new clients, launching new...