Marketers should think like board members, says Leor Franks.
The professional services industry faces rapid change. AI tools are driving the evolution of both service delivery and support models. Private capital is becoming gradually more commonplace throughout the sector. And the reputational landscape is increasingly fraught, with polarisation in society posing risk for a firm’s culture and its social and traditional media footprints.
In this challenging environment, leaders will want their business development, communication and marketing functions to demonstrate the commerciality of plans and activities. Playing the right card with requests for funds has never been so important.
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