Many consultancies get stuck in a “commodity positioning” because they’re merely selling their capability – and not a pre-structured, pre-packaged offering. In this episode, Ash and Flo discuss a process you might use to spring your firm from this trap. Care to tune in?
Have a burning question about professional services marketing, about or a career in the field? Then listen to this episode, because Ash and Flo might answer it … in their first ever “answering somewhat-random, web scraped questions” show (a.k.a. “the reddit episode”):
Let’s say you’re finally there – and have an issue, some questions, and even a nice budget to drive… your first extensive market or thought leadership research program. How’d you do it? And how would you ensure success? We asked someone who knows because he does these things for a living:
You can say “marketing is an investment!” as often as you like – you’ll likely not convince practice leaders unless you back your assertion up with some hard, hard numbers. But… which numbers? And, how to get them? Listen to this step-by-step walkthrough by Ash and Flo to learn how to use “unit economics” to make your case:
So you’re halfway through your consulting firm’s marketing plan for the year – and suddenly, things shift. Now, you have to react, re-plan, and course-correct. How, exactly, do you do that? Ash and Flo share a framework of steps you can take, and even through in the odd book recommendation: