Thinking
I've spent 25 years in B2B marketing, most of it in professional services. The articles here are reflections on what I've learned over that time, and what I'm still learning now. Since founding Pivot I've worked on everything from writing email nurture campaigns for an early-stage business to rethinking how professional services firms build their marketing function. This section is dedicated to sharing what I've learned about the topics that are close to my heart: brand clarity, proposition development, and building marketing programmes that keep working.
What happens when your product talks back?
Most marketing careers start with a product that stays where you put it. In professional services, the product talks back. And it will tell you exactly what it thinks. Explore the make or break moments that define success in professional services marketing.
Building a marketing function that can withstand change
Is it possible to build a professional services marketing function that can stay stable long enough to demonstrate real ROI? Could the answer be to build a marketing function positively designed to withstand change?