A colleague of mine was recently on a sales call with a prospect who wanted a marketing strategy on the fast track. After two conversations, they wanted to know which tactics they should be employing, how they should position their firm to the marketplace, how much they should be spending, areas they should target first, and more.

My colleague explained that this is not exactly how it works. Successful marketing strategies are built based on your growth goals and desires, the market you are going after, the culture of marketing and business development at your firm, what you've done in the past that has worked and hasn't worked, what you are willing to invest in regards to money and time, and the resources you have available.

The prospect's response, "I thought you were supposed to be an expert and that you have experience with firm's like mine. Isn't there some sort of cookie cutter template you use?"

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