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This month: The Thank You Issue
December 2006 
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Upcoming Speech:

The evolving role of the CMO, SMPS Southern Region Conference, San Antonio, Jan 25-26, 2007

Convert Your Marketing Role into a Strategic Firm Leadership Position, SMPS-PSMA Build Business 2007 National Conference, Washington DC, August 27, 2007


Practice 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 Marcus Letter)

Why You May Not be Truly Differentiated, Consulting News, September 2006 (available to CN subscribers only)

Hallmarks of an Effective CMO (PDF), The Marketer, August 2006

Turning a Marketing Eye Toward ROI (PDF), by Suzanne Lowe and Larry Bodine for New Jersey Lawyer, August 2006


Recent Issues

  The Problem of Defining Professional Services Marketing Expertise, November 2006
  Leadership Legacies in Professional Services: Distinguishing Your Goals from the Expectations of Others, October 2006
  How will Marketing be Led in the Professional Service
Firm of Tomorrow?
, September 2006

You can order Marketplace Masters from Barnes & Noble, Amazon, your favorite online bookseller, or CEO-READ.

The Marketplace MasterTM is a monthly email publication on professional service marketing from Expertise Marketing, LLC.

The Expertise Marketing Great Big 2006 Thank You Issue

As 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 the year.

There are so many more aspects of professional services marketing to explore. I encourage you to continue to contribute your thoughts and ideas in 2007.

My 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:

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 comment:

I’d 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 Expertise Marketplace™:

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 track-back to this post.

I 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 the 2006 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.

In 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.

Best wishes for the holiday season and 2007.

Suzanne Lowe

Suzanne Lowe
Author, Marketplace Masters: How Professional Service Firms Compete to Win
President, Expertise Marketing, LLC

Your feedback is important to us. Please contact us with your comments and questions.

Want to see the results from our study on marketing effectiveness? More information on the complete 80-page study and its accompanying 68-page case studies report.

Take the confidential, web-based Marketplace Masters professional service firm differentiation assessment test for instant feedback on whether your firm is doing differentiation right.

If 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 info@expertisemarketing.com.


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