by Jeff McKay | Growth Strategy, Marketing ROI, Marketing Strategy, Most popular
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…
by Jeff McKay | Marketing ROI, Most popular
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…
by Jeff McKay | Marketing ROI, Marketing Strategy
What does the voice of the client look like? I recently spoke to a former researcher for Leo Burnett about voice of the client. She was describing her passion for getting to know her clients’ customers and their ideas through focus groups and one-on-one conversations.... by Jeff McKay | Marketing Strategy, Most popular
What is Marketing’s Role in Your Firm? Every year about this time cyclists ramp up an enduring argument. If you are a cyclist, you know where I am going; it’s the great base-building debate. There are two schools of thought. The first is traditional, laid... by Jeff McKay | Marketing Leadership, Marketing Organization
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... by Jeff McKay | Marketing Organization, Marketing Strategy
Technology is dramatically shifting marketing, and most professional service firms are being left behind just as the broader market—both B2B and B2C—are applying decades-old professional services marketing tactics to their own. If your understanding of marketing... by Jeff McKay | Culture, Growth Strategy
“I need your number by the end of the week!” is a phrase you’ve probably uttered or heard during your annual planning cycle. The “number” is the revenue bogey a partner or practice is “asked” to contribute to the overall growth of the firm and is expected... by Jeff McKay | Marketing Strategy
It seems like everyone is an “author” nowadays. Books are popping up everywhere as part of the content marketing fad. Most are nothing more that veiled sales pitches and .pdfs of Power Point decks. Repackage an idea, pick a word or phrase and market the... by Jeff McKay | Marketing Strategy
My son and I recently spent time at an Indian Guides campout at a YMCA camp in Michigan. We were exploring in the woods when we heard these funny sounds: “Tink!”, “clang!”, “bang!”, “Yes!”, “Aw, I just missed it!”, “Watch this!” and “Got it!” As we moved... by Jeff McKay | Brand Strategy
Why do your clients buy services you offer from other firms? It happens time and time again. You learn through the grapevine or through a loyal client that another client has just chosen a competitor for a service that you provide. When you ask your client why he... by Jeff McKay | Marketing Leadership
Some might say that it wouldn’t be prudent to mix business and religion. I’d argue the opposite. On March 13, the Roman Catholic Church elected a new leader: Pope Francis. From the start, he has created quite a stir. As a Catholic, I have a vested interest in his new...
