The marketing practices of best-in-class accounting firms, legal firms, consulting firms, wealth management firms and not-for-profits is changing fast.

In his Forward Bill Hermann, Managing Partner Emeritus of Plante Moran, one of the nations largest accounting, tax, consulting and wealth management firm said"
"The evolution in marketing and business development has been swift.. Jeff offers a terrific blend of perspective, suggestions, marketing tools and questions you should ask if you are ready to move ahead with your marketing efforts...Today, thought leadership influences prospects way before the buying cycle begins and by the time the traditional buying cycle gets underway many organizations have already decided on who they want to work with and the RFP is a formality"

Today to be competitive business's need to innovate their marketing tool box. You know you can't ride a dinosaur into battle for new clients, but where do you start to change? This book is intended to help leaders in professional service firms, and those who aspire to grow in their career, who aren't marketing professionals better understand the best practices to grow their firm and work with marketing and sales team members to achieve growth. Marketers will also find it useful to help educate their teams and the partners they work with everyday. The book is organized into bite-sized chapters. It can be read from front to back in one sitting, or you can use the content in each chapter as it become relevant to your situation. This book will be the catalyst to embrace the change you want for your organization. The book is broken into five sections and simple short chapters to walk you through the process to update your efforts and make you more competitive in your fight for new revenue sources for your firm. Each chapter ends with coaching tips designed to help your execution. The five sections are: 1) identifying the characteristics of your client, 2) How to hire the right marketing and sales tactics, 3) What you need to know to be successful in the digital marketing world, 4) How to incorporate your past practices into the new digital world, and 5) The elements of a strong marketing and communication program