a colleague forward this newsletter? Sign
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evolving role of the CMO, SMPS Southern
Region Conference, San Antonio, Jan 25-26, 2007
Your Marketing Role into a Strategic Firm Leadership
Position, SMPS-PSMA Build Business 2007
National Conference, Washington DC, August 27,
Management: Re-evaluate how you evaluate your
marketer (PDF), by Suzanne Lowe and Sally
Glick for Accounting Today, September
2006 (also published with permission on The
You May Not be Truly Differentiated, Consulting
News, September 2006 (available to CN subscribers
of an Effective CMO (PDF), The Marketer,
a Marketing Eye Toward ROI (PDF), by Suzanne
Lowe and Larry Bodine for New Jersey Lawyer,
Marketplace Masters from Barnes &
Noble, Amazon, your favorite online bookseller,
is a monthly email publication on professional service
marketing from Expertise Marketing, LLC.
Expertise Marketing Great Big 2006 Thank You Issue
2006 draws to a close I’d like to thank all of
my readers, especially those of you who took time out
of your busy schedules to comment on my blog posts and
articles and contribute quotes to this monthly Marketplace
Master™ newsletter. Your astute observations
about your own experiences in professional services
marketing have inspired me and many others throughout
are so many more aspects of professional services marketing
to explore. I encourage you to continue to contribute
your thoughts and ideas in 2007.
monthly newsletter, The
Marketplace Master™, is a vehicle to
explore some of the emerging challenges that face professional
service firms in growing their marketplace leadership.
Many thanks to those who gave me their quotes and comments
to be added into issues in 2006. These include:
Dominguez, CB Richard
Weil, Word Biz
& Co., LLC
Lynch, formerly Deloitte
& Touche and Mercer
Human Resources Consulting
Forest Graduate School of Management
Schram, Director, Heidrick
Fauerbach, Smith &
Agin, Gen Re
Walters Price, Mercer
J. Feldman, Skadden,
Arps, Slate, Meagher & Flom LLP
My blog, Expertise
Marketplace™, went live in January 2006. I
found that one of the beauties of blogs is that they
can be so interactive. Below is a list of all of you
who have commented on the Expertise Marketplace™
blog during 2006, in order of when you made your first
also like to thank those who nourished the conversations
about professional service marketing by writing posts
on their own blogs and including track-backs to the
most comment-provoking post in 2006 was definitely Is
Marketing Talent Overrated? The post not only generated
comments on my blog, but also many over at David Maister’s
to this post.
have valued my relationship with MarketingProfs
and its companion blog The Daily Fix, where professional
service marketers can gain valuable insights from across
many sectors. Let’s not forget those who have
commented on and track-backed to my
posts on the MarketingProfs Daily Fix blog:
Finally, I want to thank everyone who participated in
marketing ROI study that I conducted with Larry
Bodine. Thanks to the contributions of more than
375 respondents, we can say that now, for the first
time for professional service firms, we have a verified
link between competitive effectiveness and the intentional
act of measuring.
2007, I will continue my focus on what’s ahead
– the near- and long-term emerging issues for
professional service firm marketing. I know you’ll
join me in pushing for new insights and work together
with me to shape this arena.
wishes for the holiday season and 2007.
Author, Marketplace Masters: How Professional Service
Firms Compete to Win
President, Expertise Marketing, LLC
feedback is important to us. Please contact
us with your comments and questions.
to see the results from our study on marketing effectiveness?
information on the complete 80-page study and its accompanying
68-page case studies report.
the confidential, web-based Marketplace Masters professional
service firm differentiation assessment test for
instant feedback on whether your firm is doing differentiation
you are interested in seeing the results of a small
study we recently conducted on measuring PR budgets
as a percentage of sales, please send mail to email@example.com.
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