Change sometimes creeps up on us so slowly that we barely notice the impact it has. Other times, it hits you hard, changing everything in an instant. Professional services marketing is, I believe, heading for one of those defining moments.

The next five years will profoundly change and shape marketer and business development teams in professional services firms unlike any period before. We will begin to feel that change this year.

We should first recognise that marketing in professional services firms is, when compared to our peers in other sectors, very much in its infancy. In just 25 years, we have moved from support functions– in my first role we were called both the ‘colouring-in department’ and ‘fee burners’– to a business-critical function with many CMOs holding Board positions and, increasingly, partner status. Our story is one of rapid innovation and change.

Log in to read more