A few years back, I reached out to the chief marketing officer of a mid-sized consulting firm to ask for her views on business development and cross-selling for a book I was co-writing.
“Thanks for the opportunity,” she replied, “but I don’t do that – it’s the partners’ job.”
Her response summed up the chasm that has long existed between marketing and sales at professional services firms. Marketing’s role has generally been to build the company’s brand by creating websites and working on digital engagement as well as organizing conferences and sponsorships.
The work of turning branding …
