|
Here are articles written by team members, and previously published in a range of journals including Managing Partner, Professional Marketing, Managing for Success (The Law Society) and PSMG magazine.
You can find shortlists of the articles under the headings as indicated in the right hand box, or they are all listed below. Links will take you to PDFs of the articles.
Organisation
Organising international marketing teams - making the
marketing/BD team more effective
Ensuring CRM systems success - overcoming the difficulties of implementing a CRM system
Strategy and planning
Business development after the merger – key marketing/BD
activities to support integration.
Marketing planning – a structured approach to effective and integrated marketing and BD.
Projecting value, growing profitability - how to
communicate value rather than focus only on reducing costs.
Branding and value enhancement
Good brand management needs better brand measurement - What gets measured gets managed. More attention to monitoring brand health would put brand higher up the leadership agenda.
Be different. Invest in employer brand - leadership teams should pay more attention to the management of their employer brand as a potential source of differentiation.
Trust - the real brand battleground - Trust is fundamental to any brand. How does this affect professional services firms?
Key client development and CRM
Key client development/CRM - successful implementation may require an overhaul of existing firm mindsets and behaviours.
Listening and improving... - deepening team and firm wide understanding, increasing collaboration and enabling professional advisers to create and increase value with their clients.
Ensuring CRM systems success - overcoming the difficulties of implementing a CRM system
Insuring success - tips resulting from a syndicated research project showing how professional firms can target their service to insurance clients.
Service development and innovation
New product development - three articles taking the reader through best practice in NPD and innovation in larger professional services firms
NPD – So near yet so far
NPD - little ideas grow into big fees
NPD - Creating a virtual think tank
|
