"A business has only two functions: marketing and innovation."
- Peter Drucker
Professor Drucker's wisdom is more true today than ever. When your clients have easy access to information, you need to re-think why they do business with your firm.
Evolving marketing into a strategic function at the heart of your firm requires a change in thinking. Studies of great companies show this approach leads not just to better marketing, but to a better business.
Marketing at the core of a thriving business...
➚ Builds your business while allowing you to remain true to your profession
➚ Transforms you and your colleagues into natural marketers
➚ Wins more of the most profitable projects
➚ Engages your entire firm in building the business
➚ Takes your firm from good to Great.
Are you content with the marketing you have because that's all you've ever known? Marketing that does more, costs less and feels natural to professionals stretches what seems possible.
It's impossible to put your heart and soul into your marketing when you lack confidence that you have the right focus. Most consultants try to sell you on a specific, pre-determined course of action. When all you have is a hammer, every problem looks like a nail.
Marketing is like everything else in life, doing a few things really well outperforms trying to do a bit of everything.
A better approach is to jointly chart the best course to where you want to go based on your firm's available resources and capabilities. Everything that doesn't fit can be eliminated with confidence, leaving your firm with the resources to excel where it really matters.
It's easy to give lip service to focus, and then hedge your bets due to uncertainty about where to start. That's not focus. Focus flows naturally when your guide is a comprehensive plan you fully understand.
A good strategic marketing plan makes clear which activities are aligned with your overall goals, and which you can safely stop doing.
Surveys show four out of five professionals don’t fully engage with marketing and business development. 20% simply avoid it, and can't be helped. Another 60% either don't like doing it, or feel they aren’t very good at it, or simply don't know what they should be doing. Regardless of the reason, the result is just as disappointing.
And yet, these same professionals recognize that "marketing" is necessary for their business to thrive.
Switching tactics won't overcome these obstacles.
A better strategy that demystifies marketing for your entire firm overcomes them all. Even the one about not liking marketing.
Most consultants try to scare you with tales of how you’re falling behind what everyone else is doing. I focus on action, not reaction. My clients learn to think differently about marketing by identifying and focusing on why customers select their firm over other, often excellent, options. My process is straightforward, yet powerfully different.
What are the actual reasons your best clients select your firm?
The best marketing stops trying to do more, more, more by focusing on what’s right, right, right.
Focusing is easy when your plan reflects your firm's situation, resources, and culture. It also keeps your firm differentiated while adapting to changes in the market.
Re-think what your firm can accomplish. Elevate objectives, focus efforts, and create a road map that adapts to market changes. Marketing is not a tactical function in a silo owned by “marketing.” Marketing is a strategic function that must be embraced by the entire firm: sales, marketing, executives, operations, support, finance, et. al.
With insights from your customers and best practices, you'll build a better business, not merely better marketing.
Along the way, I demystify marketing and deliver a Strategic Marketing Plan generating clarity that extends to all corners of your organization.
My job is to draw out insights and craft a marketing strategy that reflects your specific situation, available resources, and firm culture. I can't do this without getting to know you and your clients.
Focusing on why your clients see your firm as the best choice will change how you think about marketing your firm.
Once you understand the real reasons your best clients select your firm, you gain the clarity and confidence to completely change the way you think about marketing. This clarity and confidence gyro-stablizes your marketing to keep it on track, just as spinning wheels let you ride fast without fear of falling.
My clients benefit from my fresh perspective, depth of experience and eagerness to truly understand their individual firm. This fuels my passion for helping them build a stronger, more resilient business. Together we can slay the dragons keeping your firm from achieving its potential—all while making it a better place to work.
More posts . . .
Using the budget and resources you have, I put your firm's marketing on par with the expertise and service your clients expect from the rest of your firm. Read Bruce's story.
Up to three-quarters of all new businesses fail to survive five years. While some succumb to poor execution, many offer a good solution, and yet still fail. These companies die unnecessary deaths due to congestive marketing failure. Read about what you can do.
Assess what's working and what's not to see if your marketing is working at full power.
Drive more revenue, better clients, higher profits by focusing on what really matters.
Hit your target with a Strategic Marketing Plan boosting not just marketing, but your entire firm.