If you are a new CEO or managing partner, recently tapped to lead your firm into the future, you’ve got plenty to worry about: mastering day-to-day operations, building staff morale, evaluating your service mix, addressing changes in the marketplace—maybe even turning around a struggling business.
Typically, marketing gets little notice in the initial months of a leadership transition as more “urgent” matters demand your attention. But in recent years, marketing has undergone a fundamental—even radical—change, and it’s potential to affect a professional services firm’s fortunes are profound. More often than not, however, this potential goes untapped as leaders fail to appreciate how taking a new approach to marketing can make an enormous positive difference.
