Expertise Marketplace BlogTM (new)

Home/Expertise Marketplace BlogTM (new)

Expertise Marketplace BlogTM

PwC marketers praise the 2015 Professional Services Leadership Initiative #PSLI @SmithSchool

High performing marketers from PwC talk together about the benefits they received from their participation in the 2014-2015 Professional Services Leadership Initiative (PSLI). These include making connections, access to leadership, and building relationships.

  

The PSLI is a unique executive development program for high-performance marketers and managers. It is targeted to globally prominent professional and B2B companies that demonstrate a notable commitment to pursuing marketplace excellence. The PSLI is unique in its approach because it only allows non-competing companies to become sponsors. JLL, T. Rowe Price, PwC and Randstad were the PSLI’s sponsoring companies for 2014-15.

In the last two years ,these world-class professional enterprises have sent more than 40 high-performing marketers to the PSLI. Topics included marketing models, global branding, digital marketing, data analytics, partnering with agencies, integrating marketing and sales teams, and client experience management. The group also completed team-based Action Learning Projects, in which they applied what they learned to real problems facing their companies.

 

Follow Suzanne Lowe on:

http://www.linkedin.com/in/suzannecampbelllowe

http://www.expertisemarketing.com/index.html

http://www.expertisemarketing.com/suzanne-lowe.html

By |September 10th, 2015|Professional services international marketing, Professional services marketing leadership|Comments Off on PwC marketers praise the 2015 Professional Services Leadership Initiative #PSLI @SmithSchool

Get serious about valuing brand equity

In filing papers to run for the US presidency, Donald Trump claimed that $3.3 billion of his $10 billion net worth is related to his brand equity.

 

Journalists and news organizations immediately began picking apart this claim. They had no trouble proving the value of his skyscrapers and golf courses, but they found his brand equity claim harder to prove.

In this situation, Trump is right. He reminds us that the brand valuation community  – if it tried – could test or pilot a number of tools and techniques to codify a professional services or thought leadership brand. It doesn't have to be so hard to prove the value of an intangible brand!

It’s high time for the professional service industry to get serious about doing so.

Follow Suzanne Lowe on:

Twitter: https://twitter.com/SuzanneLowe

LinkedIn: http://www.linkedin.com/in/suzannecampbelllowe

http://www.expertisemarketing.com/index.html

http://www.expertisemarketing.com/suzanne-lowe.html

 

By |July 29th, 2015|Professional services Differentiation, Positioning and Branding|Comments Off on Get serious about valuing brand equity

Does open office space affect professional services integration?

Last fall, a client showed me her company’s new office space. Everywhere I looked, there were no walls, lots of windows, modular desks, cubbies for the storage of employees’ personal belongings (each morning they choose a new desk), standing computer stations, and flexible meeting spaces.

 

My client was enthusiastic about this new office arrangement, and called it a model for enhanced collaboration. I’ve heard the open-space approach is catching on with other companies.

I can see how open office space helps stimulate collegial conversations and new forms of worker relationship building. But, for professional service firms especially, is it enough to address a critical issue: the integration of marketing and selling?

For the most effective  integration of marketing and selling, professional firms should still consider the structural and cultural methods that I have talked about in my previous writing and speaking. For example, the shared development of marketing and selling goals, the co-leadership toward achieving optimal outcomes, the sharing of functional accountabilities, and performance measurement frameworks that are flexible enough to not kill a good idea too quickly.   

Don’t get me wrong. I am all for breaking down barriers in a professional services environment! I think the open space approach holds much promise. But by itself, it’s not enough to achieve true marketing and selling integration.

 

Follow Suzanne Lowe on:

Google+: https://www.google.com/+SuzanneCampbellLowe

Twitter: https://twitter.com/SuzanneLowe

LinkedIn: http://www.linkedin.com/in/suzannecampbelllowe

http://www.expertisemarketing.com/index.html

http://www.expertisemarketing.com/suzanne-lowe.html

By |April 9th, 2015|Professional services innovation, Professional services marketing effectiveness, PSF marketing and business development integration|Comments Off on Does open office space affect professional services integration?

A five-year cycle for marketing technologies

Marketing technology in the professional services arena appears to be on a five-year evolutionary cycle.  We looked at four areas:

CRM, marketing automation, contacts management and brands.  In CRM, marketers now have options for cloud-based services that they didn't have five years ago, when most CRM Systems were housed on hard drives and local servers.

Marketing automation wasn’t actually possible five years ago!  Today, marketing automation is an embedded capability with most CRM systems, and, supported by data analytics, is becoming a normal process at leading professional service firms. 

For contacts management, we see a shift from a gatekeeper approach (“MY contacts! Don’t touch them!”) to one that is more digitized, centrally managed and crowdsourced (clients voluntarily offering their contact details on social networks).

Regarding brands, professional service firms are shifting from being named after their founding partners to shortened names, even acronyms, that are more appropriate for a digital environment. 

  

Professional service firms that want to compete effectively must take notice of these five-year cycles — and anticipate the next marketing technology wave five years from now. In five years, the best professional service firms will use marketing technologies to mine their individual buyers’ perceptions and purchase choices. The most astute professional firms will use marketing technology to push their traditional B2B boundaries toward a stronger B2C approach.

.

Follow Suzanne Lowe on:

Google+: https://www.google.com/+SuzanneCampbellLowe

Twitter: https://twitter.com/SuzanneLowe

LinkedIn: http://www.linkedin.com/in/suzannecampbelllowe

http://www.expertisemarketing.com/index.html

http://www.expertisemarketing.com/suzanne-lowe.html

By |March 26th, 2015|Professional services marketing effectiveness, Professional services marketing technology|Comments Off on A five-year cycle for marketing technologies

The power of the pilot

The Professional Services Leadership Initiative #PSLI, held for the second year in a row at the R. H. Smith School of Business @SmithSchool, concluded last week. More than twenty marketing managers from around the world presented their Action Learning Projects to their senior executives. The projects focused on: integrating marketing with selling; using market research to change account managers’ focus on less-effective push marketing to more effective pull marketing; developing more effective email marketing campaigns; and increasing market share for an important new client segment.  

 

 In each case, the proposed projects were presented as pilots for testing and evaluation prior to broader roll-out. The PSLI participants recognized the power of using pilots — where a new approach could be attempted on a limited basis with a tightly framed part of an organization or audience. The senior executives in attendance at the presentations agreed, and endorsed these pilots for immediate launch.

#PSLI @SmithSchool

Follow Suzanne Lowe on:

Google+: https://www.google.com/+SuzanneCampbellLowe

Twitter: https://twitter.com/SuzanneLowe

LinkedIn: http://www.linkedin.com/in/suzannecampbelllowe

http://www.expertisemarketing.com/index.html

http://www.expertisemarketing.com/suzanne-lowe.html