Kim TassoTechnology and psychology skills needed
Posted on: July 15, 2019This 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 information from within the firm […]
Structured programmes for Referrer Relationships
Posted on: July 8, 2019
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. Structured programmes for referrer relationships […]
Book review: Managing key clients (securing the future of the professional services firm) by Kevin Walker, Paul Denvir and Cliff Ferguson
Posted on: June 25, 2019
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 and many firms will be […]
Client Experience Management (CEM) – Nine takeaways (Perspective, Emotions, Tension, Journeys, Involvement, Tangible, Systems, Technology, Process)
Posted on: June 19, 2019
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 is critical to adopt the […]
Top 10 takeaways – Proactive Marketing Executive (Feb 2019)
Posted on: June 13, 2019
These are the top 10 takeaways from the delegates at the February 2019 Professional Marketing Forum’s Proactive Marketing Executive workshop selected as being most valuable. This post also includes some of the other marketing communication topics that emerged during exercises and discussions. McDonald’s Marketing plan outline (see http://kimtasso.com/marketing-planning-nutshell/) and the strategic process (Where now? Where […]