Taylor Walkerton

This is an awesome paper. It was sent to me by a pal and I have made it required reading at our agency. It is a great balance of the 'stuff you know but forget' and entirely new thinking in marketing services. Great story on your accountant to kick it off.

Posted by Taylor Walkerton | June 12, 2009 3:57 PM

Janet Williamson

I have made a poster out of the win-deliver-capture model and it now hangs above my desk. You are right it is simple in theory but very difficult in execution, regardless, it the clearest model I have seen for making marketing work for professional services. Also great to take to my partnership to educate them on how we need to invest.

Posted by Janet Williamson | June 12, 2009 4:41 PM

Kevin Tsai

I liked the paper but not sure if I think professional services are the best practice for all industries. No big deal because what is covered delivers some interesting food for thought and more to point, a way of putting branding and marketing into context when selling specialty services. From personal experience, I know that knowledge management is one of the toughest things a company can undertake.

Posted by Kevin Tsai | June 13, 2009 3:18 AM

H. Hu

This paper gives process to bringing new business into professional agencies. Offering much insihgts into the process of buying and serving clients for greater satisfaction and more sales. Could be a book for students of business. Thank you.

Posted by H. Hu | June 13, 2009 10:02 PM

Markus Dunker

One comment: thanks for providing your papers for free and not requiring that one fills out annoying and intrusive forms. I am a long admirer of your company and impressed with this new service. Yours is the most informative of websites in advertising.

Posted by Markus Dunker | June 15, 2009 3:33 PM

Jeff Swystun

Readers of this paper have been asking me for related material, here is a book that I suggest you pick up, http://www.amazon.com/Thoughts-Leadership-Insights-Creating-Professional-Services/dp/0615224164/ref=sr_1_4?ie=UTF8&s=books&qid=1245630378&sr=8-4

Posted by Jeff Swystun | June 22, 2009 1:28 AM

T Kirkland

Thanks so much for these papers. This one was incredibly informative and valuable - great guide to business development and brand building. Also appreciated the examples throughout. I have shared on Twitter.

Posted by T Kirkland | June 29, 2009 8:25 PM

Don Garson

There appears to be significant focus on presenting and managing content these days. The social media phenomenon presents emerging evidence that connectivity is rapidly becoming a core focus of communication within organizations. This potentially creates a disconnect with more traditional content-driven models -- delivering (or making easily available) the right content at the right time to the right people using the right media. Therefore, there could be a great deal of potential within organisations, using their existing technologies, to derive cultural and performance benefits from re-thinking how they communicate, make decisions and work virtually.

Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably partial and uneven.

For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed.

So as much as we try to turn marketing into a science, I am not sure we can get there.

Posted by Don Garson | June 30, 2009 5:26 PM

Sonja Henjik

Mr. Swystun, thank you for this paper and I noted that you were formerly working with Price Waterhouse and its brand. I thought you may be interested in this current news:

PwC most recognised professional services brand
Accountancy Age, Accountancy Age, 30 Jun 2009
Big Four firm wins 'flagship brand' status

PricewaterhouseCoopers has been rated the highest of the professional services providers on brand recognition in the Brand Finance Top 50 ranking of Best Brands of British Origin.

The ranking gives PwC 'flagship brand' status in professional services. Consumer brands such as Vodafone, Orange and Tesco scored higher rankings on the index but PwC managed to beat M&S, BBC and Virgin.

Chairman of PwC Ian Powell said the recognition was 'testament to the strength and reach of our clients, the talents of our people, and the contribution that we make to the wider community.'

Posted by Sonja Henjik | June 30, 2009 10:18 PM

seo consultant

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Posted by seo consultant | January 1, 2010 5:27 AM