This leader article appeared in the summer 2019 edition of Professional Marketing magazine A view on the future of the marketing profession – Technology and psychology skills needed. The marketing profession is at an interesting crossroads. In one direction is technology nirvana – where systems automatically scrape and mine valuable Read More
At a recent referrer management course we talked about categorising and prioritising referrers and intermediaries according to the strength and value of the relationship. Marketing and business development teams might develop indicative programmes to show the appropriate relationship management and collaborative marketing activities depending on the stage of the relationship. Read More
I’ve led several public courses on tendering and pitches recently (e.g. through Professional Marketing Forum https://www.pmforum.co.uk/training.aspx) and for professional service firm clients on an in-house basis. Here’s a round-up of the points that had most resonance on pitching and tenders – Nine top tips and client feedback: 1. Have a Read More
Whilst this is not a new book (it was published in 2006), I thought it was worth including as a review as it is one of the few books on key account management that focuses on the professional services sector. Managing key clients is also produced by the PACE partnership Read More
In April, the delegates at the Client Experience Management (CEM) workshop at Professional Marketing Forum https://www.pmforum.co.uk/training.aspx identified the following nine takeaways: 1. Adopt the client’s perspective Whilst it is easy to see the business benefits of a Client Experience Management programme in terms of consistency of quality and care, it Read More
