Jason and Jeff share some of their all time favorite ad campaigns and what made them tick — both B2B and beyond.
Much of the economy appears poised for growth over the next 3 quarters — are you prepared to capture it?
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.
Firm confidence can be built. Jason and Jeff explore how.
Just like in life, confidence drives everything a firm does. In this episode, Jason and Jeff discuss what a confident firm looks like.
Understanding where your firm is relevant is critical to successful marketing. But, can it stop you from making bold business decisions?
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.
What takes you from the “short-list” to “hired?” Jason and Jeff wrestle over this critical phase of the client buying process.
Jason and Jeff explore how to flip from a linear, analog publishing process to a multi-directional, digital one.
Jason and Jeff define the characteristics of a great firm marketing leader.
Jeff and Jason welcome Brian Caffarelli to discuss the long-lasting impact of good and bad sales decisions.
What constitutes great design? Why does it matter? And, why should professional service firms care?
Marketers and practice leaders need to learn to get along. In this episode, Jason and Jeff discuss how to make that happen.
Jason and Jeff finally agree on something. If you want to be seen as an expert, you have to produce intellectual capital. Writing may not be your strength, but professional services experts must write. Here’s why.
As usual Jeff and Jason disagree. This time over if, and when, a marketer should be a member of a firm’s senior leadership team.
Have you ever heard something along these lines said in your firm? Jeff and Jason jump into the many reasons why clients make decisions that seem as irrational.
From risk not taken to strategic decisions, Jeff and Jason go back-and-forth sharing their biggest career and marketing mistakes.
CRM, MAT, ABM. Jason and Jeff agree — for once — the promise that was martech has been underwhelming. Then, they discuss lessons learned from 10+ years with marketing technology.
Jeff and Jason argue — literally this time — on how firms should think about investing in the web. Custom vs “out-of-the-box.” Internal vs outsourced. The gloves are off.
Cisco tells us that 80% of total Internet traffic is video. Jason and Jeff discuss what’s driving the video explosion and the 7 types of videos firms need to market themselves successfully.
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.
Whether you’re the marketing leader of a firm that was just acquired or of the firm that did the acquiring, Jason and Jeff share what you should be thinking about to make sure the integration is successful.
There comes a time when you just have have to put a practice to rest. But how do you know when that time has come? And how can you go about it? Jason and Jeff talk through how a professional services firm can go about killing a practice that’s no longer viable.
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.
If you had to name the people who have had the most influence on you in the world of marketing and business, who would be on your list? Jason and Jeff share the people on theirs.
McKinsey & Company recently underwent a rebrand. While the changes they made may be subtle, the reasons for them are important. Jason and Jeff share their (somewhat opposing) opinions on the choices they made.
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 MarketersApril 7, 2019
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.
There are a lot of firms who have a sales support function masquerading as marketing. So what are the things marketing should be doing in professional services firm to enable sales, rather than just support it?
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.
Feel like you’re stuck doing stupid stuff and wondering how to move to the smart list? This episode wraps up the series on stupid and smart things for marketing to do. Jason and Jeff offer advice for becoming a smarter professional services firm marketer.
Last week we talked about the stupid things marketing shouldn’t be doing in professional services firms. So what are the smart things marketing should be doing to help their firm grow? Let’s take a look.
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.
Your firm may have brand awareness, but does it have brand relevance? And what’s the difference? In this episode, Jason and Jeff dive into the role of brand awareness versus brand relevance and how they fit together in a firm.
In the previous episode, Unleashing the Young Turks In Your Firm, Jason and Jeff talked about how to identify high potential employees. But once you find them—or they make themselves known—how should you go about managing them?
What does it mean to be a Young Turk and how can leaders identify and empower these people in their own firm?
Jason and Jeff discuss a list of things marketing has ruined, and on the flip side, what marketing has made better. And they leave marketers with a positive message on how they can differentiate themselves and be better marketers.
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…
There are two schools of thought on marketing a professional services firm. We explore the mindsets, cultures and structures of each and answer the central questions—”Which one is right for you?” and “Can you switch from one to the other?”
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.
What do firms typically spend on marketing? 5% of revenue? 10% of revenue? Does it matter? Forget about benchmarks as we talk about how to develop a proper marketing budget.
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.
Jason and Jeff explore 6 potential responses firms can take to compete with the SaaS-driven content marketing freight train barreling down upon them.
There’s a VC-backed, tentacled monster attacking the heart of your practice. It’s not AI, automation or blockchain. It’s much bigger and more dangerous.
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.