Ask 10 professional service firms to see their marketing strategies and you will get an interesting mix of answers. You might get a fifty page document that would get an "A" in any business school class. Some firms might give you a few pages on the tactics they plan to implement by month or quarter. Many firms would say, "Marketing strategy? We're working on getting it down on paper this year."

Regardless of the length, when I look at a marketing strategy for a service firm, I always ask myself five questions:

• Does this plan make good business sense?
  
  
• Do I know where you are spending time and money, and why you have chosen various components?
  
  
• Is there enough information to guide actions and implementation?
  
  
• Are all of the contents useful, or are the pages just filled with off-target and misleading information?
  
  
• What's missing?

Unfortunately, I am not always happy with what I see.

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