Details
The market for professional services and consulting firms is changing, driven by evolving and more demanding client requirements. Legal, accountancy and other professional services firms are now looking for a new breed of leaders with the insight to help deliver those requirements. Professional Services Marketing Handbook, published in association with the Professional Services Marketing Group, is for marketing and business development professionals, sales specialists, and a firm's technical practitioners who want to play a fuller role in their firm's obsession with client relationship development to increase their impact and influence.
Featuring international case studies and best practice from industry leaders and experts such as Allen & Overy, Baker & McKenzie, PwC, Kreston Reeves and White & Case, Professional Services Marketing Handbook explains how to become a complete client champion - the voice of the client - to both shape and deliver a firm's client solution and experience. It helps marketers develop a growth strategy for their firm, understand and connect with clients more deeply and develop and manage client relationships to build successful brands.
- Chapter - 00: Introduction: leadership themes in professional services marketing
- Section - ONE: Growth
- Chapter - 01: Growth and globalization - Richard Grove
- Chapter - 02: Implementing a growth strategy - Daniel Smith and Claire Essex
- Chapter - 03: Developing international networks - Clive Stevens
- Section - TWO: Understanding
- Chapter - 04: Listening, understanding and responding to clients - Louise Field and Tim Nightingale
- Chapter - 05: Closing the commerciality gap - Ben Kent
- Chapter - 06: What legal clients want - Lisa Hart Shepherd
- Section - THREE: Connecting
- Chapter - 07: From communities to cohorts - Nick Masters
- Chapter - 08: Thought leadership: transforming insights into opportunities - Alastair Beddow
- Chapter - 09: Conversation is king: connecting thought leadership and sales - Dale Bryce
- Section - FOUR: Relationships
- Chapter - 10: The importance of client relationship management - Gillian Sutherland
- Chapter - 11: Developing internal and external relationships - Susan D'aish
- Chapter - 12: The primacy of relationships: how and why clients choose - Dan O'Day
- Section - FIVE: Managing
- Chapter - 13: It's all about value: managing marketing and business development - Matthew Fuller
- Chapter - 14: Managing transformational change - Amy Kingdon and Eleanor Campion
- Chapter - 15: Understanding and exceeding partner expectations - Jessica Scholz
- Chapter - 16: The role of marketing KPIs in professional services firms - Giles Pugh
- Chapter - 17: The future for professional services marketing: becoming a client champion
Nigel Clark has led marketing teams in professional services firms for more than 20 years in sectors including management consulting, legal, environmental consulting, engineering design, business services and project management. He is a former director of the Professional Services Marketing Group (PSMG).
Charles Nixon, MBA, is Chairman of Cambridge Marketing College. He is a Fellow of CAM, the Chartered Institute of Marketing (CIM) and the Royal Society of Arts, and is President of the CIM Cambridgeshire branch. An experienced tutor, he delivers courses across all levels of CIM and CAM qualifications.
Contributing Authors:
- Richard Grove, Director of Marketing, Business Development & Communications, Allen & Overy LLP
- Daniel Smith, Senior Business Development and Marketing Manager, Asia Pacific, Baker & McKenzie
- Claire Essex, Director of Business Development and Marketing, Asia Pacific, Baker & McKenzie
- Clive Stevens, Executive Chairman, Kreston Reeves
- Louise Field, Head of Client Service & Insight, Bird & Bird LLP
- Tim Nightingale, Founder, Nisus Consulting
- Ben Kent, Managing Director, Meridian West
- Lisa Hart Shepherd, CEO, Acritas
- Nick Masters, Head of Online, PwC
- Alastair Beddow, Associate Director, Meridian West
- Dale Bryce, President, Asia-Pacific Professional Services Marketing Association
- Gillian Sutherland, Director, Global Key Account Management Buildings + Places, AECOM
- Susan D'aish, Business Relationship Director, MacRoberts LLP
- Dan O'Day, Vice President, Thomson Reuters Elite
- Matthew Fuller, Director of Marketing and Business Development EMEA, White & Case LLP
- Amy Kingdon, Marketing & Communications Director, UK & Europe, Atkins
- Eleanor Campion, Communications Executive, UK & Europe, Atkins
- Jessica Scholz, Business Development Manager, Freshfields Bruckhaus Deringer, Germany
- Giles Pugh, Principal, SutherlandsPugh
The contributors are responsible for developing and managing client relationships in some of the world's most respected professional services firms, and their advice and tips should be considered essential reading.
Matt Baldwin, managing director of Coast
Professional Services Marketing Handbook... takes the reader through several themes, starting with the international context... through to creativity and innovation, then on to client relationship management.... For any professional seeking ways to develop relationships by crafting market offerings in such a way that benefits are translated into monetary terms based on an in-depth understanding of the client's business, this book is a must read.
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc Emeritus Professor, Cranfield University School of Management
