Professional services marketers have been slow to tap into the wealth of data their firms create. The challenges faced in collecting and interpreting all but the most basic of data has often pushed marketers towards measures that shows how busy we are and how much stuff has been generated.

Yet that is changing, and fast. We are on the cusp of a fundamental shift in marketing and BD activity. The era of big data has finally caught up with professional services firms.

For many, this is a good thing, putting marketing and BD teams at the front and centre of strategy and direction as they point to what will happen as a result of marketing and BD spend. Data will not only tell us where we are, but how to get to where we want to be.

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