In his June 15 "At Large" newsletter column summarizing the recent 2009 Association for Accounting Marketing annual meeting, Rick Telberg summarizes the top 10 tips that emerged from the conference. Guess what was number one?
"Firms do a good job of marketing but are weaker on transitioning prospects to sales, wasting the firm’s marketing investment."
Am I allowed to be just a little satisfied that that's the main topic of my upcoming book? It suggests a framework to address just this challenge, and provides 11 case studies on how successful professional firms are addressing it.
The Integration Imperative: Erasing Marketing and Business Development Silos -- Once and for All -- in Professional Service Firms will publish next month. Watch for announcements and ordering details here.