MYTH 5 – BMC IS THE RESPONSIBILITY OF THE MARKETING DEPARTMENT. I have found an increasing number of professional service firms employing in house marketing teams. I have found that these same firms: Don’t have clear marketing objectives other than – ‘more business’. Don’t know what value the marketing team can add to the business. […]

MYTH 5 – BMC IS THE RESPONSIBILITY OF THE MARKETING DEPARTMENT. I have found an increasing number of professional service firms employing in house marketing teams. I have found that these same firms: Don’t have clear marketing objectives other than – ‘more business’. Don’t know what value the marketing team can add to the business. Think that the marketing team will do it all. All three of these outlooks are both wrong and expensive. It is essential to have clear marketing objectives supported by equally clear strategies to achieve each objective. Those objectives should at the very least relate to: Defining and attracting the right type of client. Maximising the average spend per client. Maximising referral and repeat business rates. All of this needs to be quantified and progress needs to be closely monitored. But even then it is not enough. There has to be a very clear understanding of…