Consulting firms are struggling to adapt to changes in the sales and marketing playing field. They have hired a marketing person, they’re writing a blog and they are on social media, but it doesn’t seem to be enough. They still are struggling to find leads and the leads they get are not of the quality they want. What is missing? What should they do next?
The first thing - the VERY first thing - is to reorganize the new client acquisition efforts into one organization. Despite changes in the digital marketing arena, consulting firms have largely left their organization in place. The primary sales people are “professionals” who manage the delivery of services while they look for new relationships, whereas the marketing people are “administrative” staff. In other words, the marketing people are second class citizens in the consulting world. While this is changing in many organizations, the underlying attitudes have not.
The people charged with marketing for consulting firms today need to be on an equal footing with the sales people. Not for equity reasons, but for effectiveness reasons. Neither marketing nor sales can be optimally effective unless they are cooperating as equals.
So, if you manage a consulting firm, what should you do if you really want to transform your marketing and sales effort and make it more effective? There are several tactics you should consider. Some you can implement immediately, but others will take some time depending on who you currently have in your organization.