Monthly Archives: November 2014


The Return of Market Intelligence

The topic of this 90-second video is “the return of market intelligence” in the professional services arena, from two perspectives.   First, market research is making a comeback from its previously low status in the marketing functional portfolio. Increasingly, senior marketing leaders are asking their mid-level marketing managers to do research as a springboard for marketing

Managing outsourced service provider relationships

In this video, I discuss the opportunities and challenges facing mid-level professional services marketers as they manage outsourced service providers for their enterprises. For many mid-level marketers, leading a project with an outside agency is their first chance to steer an initiative on their own. The stakes are high.      Many mid-level professional services

What’s next in marketing technology for professional services

In my newest video, I discuss digital marketing, which will be one of the modules at the 2014-15 Professional Services Leadership Initiative at the Robert H. Smith School of Business.     Professional service marketers have made significant strides in four areas of marketing technology. First, they have embraced social media channels for thought leadership