Chapter
Introduction: leadership themes in professional services marketing
Introduction to the Growth theme
01 Growth and globalization
Background – capturing global growth opportunities
A strategy for globalization and growth
Debunking a myth about partnerships
Global reach, local depth
Aligning with the culture
Building strong relationships
Motivating cross-selling and a sector approach to market
New services, new products, new models
02 Implementing a growth strategy
Developing, emerging or frontier markets
Challenges for business development and marketing professionals – lessons from Asia
Growth strategies in Asia
03 Developing international networks
The internationalization of business
Kreston Reeves and Kreston International’s story
How international groups develop
Building trust internationally
How to build trust and personal contact
Regulation and external oversight
Introduction to the Understanding theme
04 Listening, understanding and responding to clients
‘Myopia Professionalosia’ – barriers to client listening
It’s not how loud you shout, but how well you listen
Setting up a listening programme
Conclusion – a brave new world?
05 Closing the commerciality gap
Why clients are dissatisfied with professionals’ commerciality
The seven habits of a commercial adviser
What firms can do to improve
Building commerciality skills
Conclusion – getting the balance right
06 What legal clients want
Capturing the client view
The value of client understanding
Building client understanding
The client–firm relationship cycle
Introduction to the Connecting theme
07 From communities to cohorts
Why marketing isn’t working
How mobility drives activity
Disrupting the disruptors – the flight from communities
Cohort market – the content dynamic
Network behaviours are now a social norm
Why you need your employees to be engaged
Communities to cohorts – a conclusion
Definition of thought leadership
Five criteria for excellence in thought leadership
Making the business case for thought leadership
The perfect thought leadership plan – working from the outcome backwards
Choosing the best campaign topic
Conducting research and synthesizing data
Effective thought leadership roll-out – don’t fall at the final hurdle
The future for thought leadership
In conclusion – secrets of a successful campaign
Thought leadership and the Challenger Sale model
Left brain vs right brain
Content as a social lubricant
The marketer as choreographer
Conversation is king – a summary
Introduction to the Relationships theme
10 The importance of client relationship management
The primacy of relationships
Achieving a successful programme
Conclusion – success factors for client management programmes
11 Developing internal and external relationships
Importance of good relationships
Building internal relationships
Repairing damaged relationships
12 The primacy of relationships
Corporate counsel are conflicted about change
Firms can no longer assume that business will keep coming
Value of relationships often exceeds value of experience
Why a CRM system is not a solution
The importance of delivering value
Winning new business with relationships
Conclusion – the importance of trust
Introduction to the Managing theme
The change in the professional services market
So how are professional service firms adapting to this change?
Conclusion – key takeaways
14 Managing transformational change
The nature of professional services firms
‘Playing the long-game’ – gaining leadership recognition and buy-in to significant change
Establishing what needs to be done
Leading and inspiring marketing and business development communities through periods of change
Culture and behaviours – how to instil change beyond systems and processes
Project management essentials for marketers
15 Understanding and exceeding partner expectations
An overview of marketing and business development in the German legal market
Recommendations for MBD leaders
16 The role of marketing KPIs in professional services firms
What firms do and should measure
The audience for marketing KPIs
KPIs and digital marketing
17 The future for professional services marketing: becoming a client champion
The client champion today
The future for professional services marketing and business development
Professional Services Marketing Handbook
：How to Build Relationships, Grow Your Firm and Become a Client Champion
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