Sometimes when I meet with a professional service firm that wants to talk about marketing, a painful image comes to mind—a great lumbering beast, its body parts flailing about, one not knowing what the other one is doing. Although the beast is lumbering forward, it’s wasting so much energy which, if harnessed, could propel it smoothly forward.
Sure, the beast may stay alive even without any investment in marketing, whether in-house or through an outside agency. After all, the owners of most professional service firms are making a nice living. They’re not in dire straits. But think how much more they could accomplish if they harnessed their energy and coordinated their marketing. With all its body parts working in sync, the lumbering beast would turn into a sleek, strong stallion.
