marching to the same drummer.
by bruce w. marcus
professional services marketing 3.0
firms may have their rainmakers – the partner who could go into a revolving door alone and come out arm in arm with a new client. but in today’s competitive marketplace, one or two rainmakers are not enough – if only because the competitive firms have three or more rainmakers going after the same prospective clients that you want.
more on marketing strategy for large and mid-size firms: getting the client is only half the battle | practice development: it’s not rocket science | nine fundamentals for a healthy marketing culture in an accounting firm | what accounting firms need to understand to grapple with radical change | six reasonable goals for cpa firm marketing
the firms that want to grow and thrive must be turned into marketing machines – to have a culture that understands and supports a marketing effort.
a firm may be said to have a marketing culture when it’s professional staff…
- understands and recognizes the role that marketing plays in firm management and development.
- understands and respects the professionalism of the marketing professional and the marketing staff.
- recognizes the relationship between what they do and the needs of the marketplace.
- understands and accepts its role in the marketing process.
- understands and accepts that non-billable hours spent on marketing are an investment in the future of the firm, and are not simply non-billable hours.
- participates in specific marketing activities.
- retains and supports competent professional marketing staff.
- structures the firm to develop and pursue a marketing program.
- and ultimately, is managed by people who understand and enthusiastically support the marketing effort.
a firm that meets these criteria is one that will compete successfully, function profitably, and grow.
bruce w. marcus is a pioneer in professional services marketing and coauthor of “client at the core.” this is adapted from his new book, “professional services marketing 3.0,” available for purchase here.
copyright 2011. used by permission.