Tracy Crevar Warren has written an article this is a must-read for marketing directors and professional service firm managers. The provocative title, Is Your Firm Wasting Valuable Profits on Marketing?, leads you into a short but meaty piece.
A key excerpt:
“Marketing is a waste of resources if you are not going to do something with the leads you generate.” quipped Russ Molinar, director of Global Markets at Ernst & Young. “Winning new business requires firms to tie marketing to sales. Unfortunately many firms fail to connect the two and the result is less than desirable.”
The article references Suzanne Lowe's excellent book, The Integration Imperative — Erasing Marketing and Business Development Silos in Professional Services Firms, in which Lowe strongly makes the case that for many professional service firms, marketing and sales function from separate silos. (If you don't have a copy, get one today.)
Are the marketing and sales functions of your firm cooperative? The article helps the reader "connect the dots between marketing and sales." Don't miss it.