Editor's Note: You can read part one 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...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," the first half of this article begins before presenting keys 1, 2, and 3 to a terrible marketing strategy:

1. Build the Strategy from the Top Down
   
   
2. Don't Consult with Expert Tacticians
   
   
3. Look Only at Your Own Industry and Competition

Here goes the rest:

4. Don't Create an Environment of Fervent Execution

Even if you allow your leaders to craft the company and practice area growth plans and you have the tactical expertise to get things done, by fostering a culture where marketing and business development are "second fiddle" you will stay in the land of terrible marketing.

Members-Only Premium Content   

• Free Webinars: Access all recorded webinars (full members attend all live webinars free).
• Free Tools and Guides: Receive all how-to guides and tools sold in the RainToday Store free.
• Research and Reports: Receive 20% off all research and benchmark reports.
• 1,000+ Articles: Access over 1,000 professional services marketing, sales, and leadership articles.
• Exclusive Premium Content: Access members-only interviews, templates, and case studies.