Leaders of professional services firms can start to increase the yields on their advertising and sales opportunities by asking one simple question:
Are advertising and company development playing the same game, on the same team, and utilizing the same game plan and scorecard?
Aside from the fact advertising and company development people are charged with enlarging their company’s customer base, at any time they may be encouraging distinct services to the same firms or talking about the same services in fairly various manners so confounding their customers. A study The Bloom Group finished in late 2007 suggests that whenever advertising and company development are on the same page, a pro company has a significant competitive advantage.
Heads of businesses or practices often see advertising as responsible for the company’s brand identification and graphical look, as well as ensuring public communications are well crafted. The firm’s headquarters advertising department was charged with developing components to support the company developers attempts, and relied on advertising professionals in the offices to utilize these supplies in local advertising campaigns to generate leads that local commercial developers would pursue.
The bottom line is, we found that most professional companies are less than pleased with the operation of their advertising and company development functions. Whether marketing studies to enterprise development or vice-versa had no relationship with the usefulness of businesses advertising and enterprise development activities.
The problem boils down to this:
irrespective of their marketing and enterprise improvement models, most professional companies aren’t playing the same game on the same team, utilizing the same game plan, or maintaining the same scorecard. Think back to the business mentioned earlier. In that instance, headquarters marketing and subject material experts had their plan, developing and advertising viewpoints that the subject matter experts believed were relevant.