I recommend Bruce Marcus's new book, Professional Services Marketing 3.0. Like Bruce, it's a thoughtful, well-grounded piece of work that is filled with respectful observations and crisp comments on the state of marketing in professional services.I only wish Bruce's work were more widely known outside of law and accounting circles.
One of the points Bruce makes so well, in an excerpt published recently in CPA Trendlines, is about the importance of client-facing practitioners and marketers working better together. We're not talking here about simply being better collaborators (although collaboration is enormously important).
We're talking about the difference between marketers' knowing the firm’s work capabilities and really deeply understanding its practice and how practitioners think. We're talking about developing new skills -- on the part of marketers and their client-facing practitioner colleagues -- toward cross-enterprise expertise and competitive advantage.
To that end, I say "Onward!"