Professional Services Marketing Handbook

How to Build Relationships, Grow Your Firm and Become a Client Champion

Nigel Clark, Charles Nixon

• Editorial: Kogan Page
• Año: 2015
• ISBN:
  9780749473471
• Edición: 1
• Categoría: Business
• Categoría: Marketing

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.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

Index

Page numbers in italic refer to pages and tables.

ACC Value Challenge (i)

access to information (i), (ii), (iii), (iv)

account management (i)

account management programmes (i), (ii)

account managers (i), (ii)

account performance measurement (i)

account plans (i)

account selection (i)

account teams (i), (ii)

accounting (i)

accuracy, of data (i)

Acritas (i)

Adamson, Brent (i)

adaptability (i), (ii)

ʻadvancedʼ positioning (i)

advertising metrics (i)

advice, and relationship failure (i)

AECOM (i)

aggregation of content (i), (ii), (iii)

Allen & Overy (i), (ii)

Amazon (i), (ii)

ambiguity of purpose, avoiding (i)

Ambler, Tim (i), (ii)

Apple (i)

archives, content material (i)

ASEAN (i), (ii)

Asia Pacific, growth strategy implementation (i)

Asia Pacific Services Marketing Association (APSMA) (i)

associate involvement, in pitch process (i)

Association of Corporate Counsel (ACC) (i)

Atkins (i)

Australia (i), (ii), (iii), (iv), (v), (vi), (vii)

authority (i)

auto-enrolment, thought leadership (case study) (i)

autonomy (i), (ii), (iii), (iv), (v)

awareness, measures of (i)

B2C organizations (i), (ii)

Baker & McKenzie (i)

ʻbalanced scorecardʼ approach (i), (ii)

behaviour(s)

and change programmes (i)

of highly effective people (i)

KPIs and (i)

...