As a leader of a professional services firm, you understand that marketing is a critical component of your business strategy.

However, managing your marketing investments can be challenging, especially if you don’t have a background in marketing.

But fear not, there are several things you can do to make your marketing efforts more effective and manageable.



Get marketing involved from the beginning 


One of the biggest mistakes professional services firms make is treating marketing as an afterthought.

Instead, involve marketing in the planning process from the beginning. This ensures that your marketing activities align with your growth goals and that you avoid the common pitfall of marketing acting independently of other business functions.

This will also help you build a strong foundation for your marketing efforts that are integrated with your overall business strategy. 

Stay in tune with where marketing is headed on a quarterly basis 

To stay on top of your marketing efforts, it’s important to ask for and receive quarterly reports.

These reports should lay out the priorities for the coming quarter, including budgets and action items.

Over time, marketing KPIs should be added to the report to indicate the results of the marketing effort in the previous quarter. This will enable you to get more engaged with the marketing effort and ensure that adjustments are made as external and internal factors change. 

Focus on metrics that really matter to leaders 

Choosing the right marketing metrics is critical for professional services firms.

You should choose meaningful metrics that track revenue influence, such as leads generated or new clients acquired.

Keep in mind that the professional services sales cycle is often long, so you will need robust systems and processes in place to track leads and closed deals.

By focusing on the metrics that matter, you can get a better understanding of the impact your marketing efforts are having on your business. 

Be realistic about setting marketing goals 


One of the biggest mistakes professional services firms make is setting unrealistic marketing goals.

It’s essential to understand your capabilities and map out the work required before finalizing your priorities. You need a clear view of the people, either in-house or outsourced, time, and resources needed to execute and achieve your goals.

By being realistic about your goals, you can avoid disappointment and ensure that your marketing efforts are aligned with your business strategy. 

In conclusion, managing your marketing investments can be challenging, but it’s crucial for the success of your professional services firm.

By involving marketing from the beginning, staying in tune with your marketing efforts, focusing on meaningful metrics, and being realistic about your goals, you can make your marketing efforts more effective and manageable. Remember these key points as you think about your relationship with your existing marketing resources. 

As a professional services marketing expert and fractional CMO, I have helped numerous firms align their marketing efforts with their revenue goals to achieve sustainable growth.  

If you’re looking to maximize your marketing ROI and drive long-term success for your firm, let’s talk. Contact me today to learn more about how I can help your firm achieve its full marketing potential. 

Chad Person is an accomplished B2B marketing executive with more than 20 years of experience leading marketing and sales initiatives for B2B enterprises with a special emphasis on professional services.

He is passionate about engaging with business leaders and marketers and believes wholeheartedly in the power great marketing can have on strategic business outcomes. 

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