The Professional Services Leadership Initiative #PSLI, held for the second year in a row at the R. H. Smith School of Business @SmithSchool, concluded last week. More than twenty marketing managers from around the world presented their Action Learning Projects to their senior executives. The projects focused on: integrating marketing with selling; using market research to change account managers’ focus on less-effective push marketing to more effective pull marketing; developing more effective email marketing campaigns; and increasing market share for an important new client segment.
In each case, the proposed projects were presented as pilots for testing and evaluation prior to broader roll-out. The PSLI participants recognized the power of using pilots -- where a new approach could be attempted on a limited basis with a tightly framed part of an organization or audience. The senior executives in attendance at the presentations agreed, and endorsed these pilots for immediate launch.
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