Research shows that professional services firms can improve their approaches to attract, retain and develop their clients. However, even those firms that have invested in marketing and business development are now facing the challenges of integration of these functions along with sophisticated digital and global communications. Clients now have opportunities to research potential suppliers through a variety of channels including social media. Many of the large and medium-sized firms have global clients seeking local servicing. This book covers both strategic and tactical perspectives and processes for all involved in seeking, keeping, developing and servicing clients. The text is supported by the annual Marketing Benchmark carried out by Meridian West and the Managing Partner’s Forum combined with a new, 2015, BD Benchmark of professional service practitioners. The findings, complemented with interviews with practitioners, fee-earners and clients, will underpin the practical advice and professional service examples provided by the authors. Effective Marketing and Business Development in Professional Services offers a new model of integration between marketing, business development, firm’s culture and buyer behaviour. In doing so, it addresses the issues that are at the heart of professional service firms’ struggle to survive and thrive in a fast-changing world market.
Jack Berkovi is an international marketing and business development specialist with most recent experience in professional services. After management and marketing roles with Procter & Gamble, 3M and Norton Company, in 1988 he moved into consultancy at Marketing Improvements Group. As Operations Director, he worked with Clients in Australia, Europe and USA including: Balfour Beatty, Foseco, Henkel, HP, Jones Lang LaSalle, PricewaterhouseCoopers, Savills, Strutt & Parker. MIG joined Robson Rhodes in 1999 where Jack became Head of Marketing for their technology, media and telecommunications sector; then managed their corporate campaigns and business development. When Robson Rhodes merged with Grant Thornton UK, Jack was appointed Senior Manager, Corporate Campaigns, then Head of Brand and Client Care. During his stewardship, the level of Client satisfaction and unprompted brand recognition both increased.He is author of Effective Client Management in Professional Services, Gower, 2014. Ashley Nicholls is Founder and Director of the Recruitment Site, an organization that provides recruitment and talent management services for organizations from across professional services. She is also a Marketing and Business Development consultant and is currently working in an interim role as Marketing Consultant for CBRE.