Make it Rain! A Column by Erica Stritch, General Manager
In professional services firms, marketing and sales are not silos or departments. Those individuals responsible for doing the work are also the ones responsible for drumming up new business. But the responsibility should not fall on these individuals alone. Everyone needs to contribute to marketing and selling success (especially in a down economy).
When you talk about marketing and sales responsibilities, the fundamental framework needs to change from "who's going to it" to "everyone needs to do it."
Marketing and Sales Is Everyone's Job
As an example, someone from our firm's administrative staff assisted in the sales process without actually selling.
She subscribes to the McKinsey Quarterly (not because she was asked to, but because she likes to keep a finger on the pulse of what is going on in the industry) and she keyed in on an article about hospitals. Knowing that we had a prospect who works with hospitals, she made a PDF of the article, forwarded it to the individual working with this prospect, and suggested that he send it along as an extra value-add touch.
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