Monthly Archives: July 2006

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Money’s pouring in; why are these people crying?

Just today, I had conversations with two people in different levels of seniority and in different professional sectors about a scenario I had hoped would never occur again: as a firm rakes in the revenues and profits, resistance builds to investing in tomorrow's marketplace advantage.  Conversation #1 A marketing manager in a very prominent professional

Is professional services marketing broken?

Whoa -- and Hurray.  I just read Ben McConnell's post "Marketing isn't broke; it's broken."  Even though he cites the research of Forrester's Peter Kim, it's clear Ben is pretty peeved.  As for me, I am at once astounded that these issues are being addressed in "traditional" companies, and thrilled that the evidence and potential

Let’s get small

There's been talk recently about the new way that people are buying services: in small chunks.  When I attended an audio conference call on Wednesday, presented by the Consultants News editor Jess Scheer, he cited research by ITSMA that IT projects are getting smaller, taking longer to sell, and involving more people to sell them. 

From caveat emptor to caveat venditor

I don't think it's an understatement to say there is a seismic shift underway in the way people and commercial enterprises buy and sell goods and services.  I'm not simply talking about e-commerce on the good old Internet.  I'm talking about the enormous word-of-mouth impact of social media, which has increasing power to change people's

Increasing Marketing Effectiveness Webinar on July 20

I wouldn't be respected in the field of marketing if I didn't engage in communication about my own intellectual capital!  Join me and my partner Larry Bodine for our one-hour webinar, "Increasing Marketing Effectiveness at Professional Firms," which we will present on Thursday, July 20 at 1:00 PM eastern time. it's based on our 2006

When your expert’s book is panned

There's an important message for professional services experts who write books in the humorous column "Thank You for Hating my Book," published in Wednesday's New York Times.  Author Katha Pollitt comments on the idea that some people "would rather be attacked than unnoticed." How many professional services experts have unique enough -- dare I say

Pay attention to shifts in advertising and PR strategies

Most of the professional service firms I observe are early in their learning curves regarding how to embrace social media -- blogging, podcasts, Internet communities.  Most, except for the largest firms, still shy away from advertising.  (Only 5% of the more than 375 respondents from our recent study "Increasing Marketing Effectiveness of Professional Firms" labeled

Become a real live Superhero!

Wouldn't it be great if we could have superpowers?  X-ray vision.  Super hearing.  How about the ability to fly!?  Think about all the times you've imagined this, or bantered during cocktails about which powers you'd like to have.  Think about the enduring appeal of comics and movies about people with special powers -- Spiderman, Superman,

Quality is your best salesperson

One of the most important axioms I ever learn about professional services marketplace leadership was from Carl Bochmann, a former Booz Allen Hamilton partner, who taught me that "quality is your best salesperson."  No matter which professional sector I've advised, be it accounting or executive search, management consulting or architecture, or any other, this lesson

A rare public look at one firm’s marketing strategy

Today's New York Times features an interesting article about Hewlett-Packard and its business consulting unit's marketing strategy. Depending on your point of view, this piece is either laudatory or critical.  It's a rare chance to hear about a company's entry into a competitive professional services marketplace; a look at how it's fared in the past