By Mike Schultz, Publisher
Editor's Note: You can read the second part of this two-part article on RainToday.com.
There must be a secret primer out there on how to build terrible marketing strategies for professional services firms. Over the past two decades I've come across so many marketing strategies that have failed for similar reasons, I figure everyone must be in the know and I have simply been left out of the loop.
After much research to find the source, the secret codex still eludes me. So, I am compelled to seize this moment for posterity and codify the process of building terrible marketing strategies. Here goes:
1. Build the Strategy from the Top Down
Q. In a ham and eggs breakfast, what's the difference between the pig and the chicken?
A. The chicken was compliant, but the pig was committed.
Nothing turns off partners, division leaders, and other leadership types more than being handed a strategy and told to, "Make it happen."
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