Intellectual capital isn’t just about problem definition and lead generation. IC should focus on removing impediments at each stage of the buying cycle.
Your intellectual capital strategy must transform your core capabilities and knowledge into a compelling POV and real tangible client value.
After a hiatus, Jason and Jeff talk about what they’re seeing and hearing from the market as we begin a new year, get to know a new administration, and endure the long pandemic slog.
If cross-selling is an easy way to drive growth, why is it so hard to actually do? Learn how to be more effective using this strategy to drive growth.
If a firm wants to grow more quickly, it must retain its prior year’s client base. How it achieves that differs by business model, culture, and economic conditions.
Is there a “Just Do It” for the professional services world? Jeff and Jason explore the pros and cons of taglines in B2B marketing.
Is inbound marketing still a viable tactic for a services firm? Was it ever?
Jason and Jeff share some of their all time favorite ad campaigns and what made them tick — both B2B and beyond.
With many consumer names facing stark criticism, do professional services firms face naming risk? Jeff and Jason explore the topic with naming consultant, Laurel Sutton.
Billability and utliization seem important. But, creating time to think is vital to the long-term health of every firm.
Is it appropriate to talk to customers in this moment? If so, how do you reach them?
If you can afford to do it, now is likely a smart time to market. But, for marketers forced to cut budget, what’s the right way to do it?
Firms often confuse marketing and communications. But, the truth is they’re quite different. And the distinction matters.
Companies of all shapes and sizes have rushed to the table with COVID-19 messages. Is it helpful? Or just noise?
We jump into the difficult questions that firms can’t answer or just avoid that make or break their success.
Mark Wainwright shares his thoughts on the intersection where certainty ends and partners’ “night sweats” often begin — your sales pipeline.
Ted Harro joins us to talk about how to develop your leadership skills and find leaders within your firm.
Why and how firms need to put more focus on activating thought leadership in the sale and inside client relationships.
Jason and Jeff explore how to flip from a linear, analog publishing process to a multi-directional, digital one.
Jeff and Jason welcome Brian Caffarelli to discuss the long-lasting impact of good and bad sales decisions.
As the central node on the world’s information network, Google has literally re-shaped the way we think. In this episode we talk about the role of Google in professional services marketing and how the technology is evolving to be even more useful for marketers yet more powerful for Alphabet.
We’ve talked about marketing heroes—now we talk about the villains. In this episode, we share some of the marketing fads and campaigns that have influenced society and our culture and affected marketing in ways that we find frustrating.
Jason and Jeff continue the discussion on the people who have influenced them in their careers and in their thinking on marketing and business.
Have you ever considered turning one of your services into a product? In this episode, Jason and Jeff share reasons why you might consider it, how to do it, the challenges associated with it, and recommendations for doing it successfully.
In the second episode of a three-part series on launching and ending services in professional services firms, Jason and Jeff talk about how practice leaders can take a successful engagement and turn it into a tangible service that a firm can build at scale and get growth opportunity from.
Many professional services firms run into mistakes when they try to launch a new service, most of which could be a avoided with a little due diligence. Jason and Jeff discuss what due diligence should look like and how it can help firms avoid a lot of wasted time, energy and money.
Jody Padar, CPA and author of The Radical CPA, joins Jason and Jeff to talk about her radical point of view and how its changing the CPA profession.
Brand initiatives in a professional services firm can be a bit complicated. Often times it’s because questions further upstream haven’t been answered. In this episode we’ll talk about what those questions are and what firms should be thinking about when it comes to developing and articulating a brand for their firm.
A compelling point-of-view. It’s your firm’s central philosophy that can attract clients, and repel others. While the thought of repelling clients doesn’t sound ideal, you can actually drive away business by not having a point-of-view at all. Find out why having a compelling point-of-view so important and how can you go about articulating one for…
This episode continues the conversation on classing storytelling frameworks that can be used in firm marketing. Jason and Jeff pick up where they left off last episode and discuss the last four story types, including The Voyage and Return, Comedy, Tragedy, and Rebirth.
A great story, well told, has the power to leave a lasting impression and even inspire action. And when done right, storytelling can do powerful things for firm marketing. Learn about three classic storytelling frameworks and how to use them to market your firm.
The second episode in a two-part series on exceptional thought leadership marketers. Learn about the other four (out of seven) capabilities of the best thought leadership marketers based on Rattleback’s recent research study with Bloom Group.
Patience, Discipline and Truth-Seeking: Critical Capabilities of the Best Thought Leadership Marketers
Part 1 of a two-part series on exceptional thought leadership marketers. In this episode, Jason shares three of the seven capabilities of the best thought leadership marketers based on Rattleback’s recent research study with Bloom Group.
Two different consulting firms, two different views on sales training. So what sales methodology does each firm believe in and is one better than the other? A winner will be declared. Take a listen to find out who.
David Ryan, founder of Gray Matters Group, joins Jason and Jeff to share his unique approach to growing the business development function of a professional services firm by empowering billable professionals.
Pardon our language, but we’ve come across a lot of things that get thrown on marketing’s plate in professional services firms that simply shouldn’t be there. They’re either a waste of resources, they don’t align with a strategy, or they should be owned by partners instead. So what’s on the list?
Gil Hantzsch, CEO of MSA Professional Services, joins Jason Mlicki to talk about the key speech he delivered to his employees to share his vision for the firm while in the midst of a rebrand.
When you’re trying to build a legacy you’re focused farther out than meeting this year’s numbers. You’re focused on shaping how the marketplace views what it is you do. In this episode, Jason and Jeff discuss what building a legacy looks like inside a professional services firm.
In this episode, Jason and Jeff discuss different types of agency-client relationships and offer perspective from both sides on how both agencies and the companies who hire them can have a better experience working together and ultimately, reach the desired results of a project.
Jeff McKay talks with Grant Thornton CEO Mike McGuire about the firm’s unique structure and culture that embraces disruption and facilitates innovation, creativity and growth.
Jeff McKay talks with Andy Bosman, Chief Marketing Officer at RSM, about the intersection of strategy, leadership and culture—and how when an organization gets those right, growth is the result.
In Part 2 of our two-part episode, Jeff dives into what professional service firm leaders can to do overcome or avoid dysfunction and help their firm reach its full growth potential.
Culture is at the heart of whether a company is going to succeed or fail. In Part 1 of this two-part episode, we explore the cultural problems that exist inside the unique environments of professional services firms that keep them from reaching their full growth potential.
Rattleback’s recent research, conducted with Bloom Group, on thought leadership marketing shows that the best firms have likely been at it for 4-10 years. In this episode, we talk about approaches firms could take to accelerate that journey.
We asked over 300 B2B marketers…In this podcast, Jason shares high-level findings from Rattleback’s current and past research with Bloom Group into the characteristics of exceptional thought leadership marketers.
It’s planning season. What does a growth-driven marketing plan look like? What research should you do? How do you cascade down from marketplace issues to marketing strategies and quarterly tactics? We’ll answer all this, and more, in just 20 minutes and 19 seconds.
So, you want to be a growth marketer. You’ve defined the skills and capabilities you need. But, do you have the right roles?
So, you think you’ve aligned the appropriate marketing model to your firm’s needs. But, do you have the skills and capabilities you need to get what you want for your practice? Let’s find out…
Introducing Jeff McKay, co-host of Rattle and Pedal, as he speaks about the meaning behind the name “Prudent Pedal”, his background in marketing, and what he’s learned from his numerous positions as a senior marketing leader within large firms.
Introducing Jason Mlicki, co-host of Rattle and Pedal, who speaks about his role as Principal of Rattleback, how it came to be and what he’s learned as a recognized leader in the professional service marketing industry.
There’s a massive disconnect between where clients spend time in their buying process and where firms spend time in the sale. In this episode, we jump right into the void.
Jeff and Jason discuss the things that will never change in thought leadership marketing and 3 big things that are—content consumption habits, trust in corporate publishers, and the role of digital media.
A lot of partners express frustration, either directly or implicitly, that their marketers just “don’t understand the business.” Is this a real problem? Or, just misaligned expectations? In our first episode, we dive head first into the issue. And, explore what it means — both for partners and for marketers.