Professional service marketing is a relatively new discipline; in my tenure in this field, spanning nearly twenty years, the interest of professional service firm leaders in benchmarking their strategic marketing “best practices” has grown consistently. As a result, spurred by a professional passion to begin identifying these benchmarks, I embarked on five years of formal research. This included hundreds of hours of interviews with professional service firm executives, practitioners, and academics, reams of spreadsheets, mountains of notes, and a multitude of statistics. Bit by bit, there began to emerge a picture of the competencies around which I have organized this book.
For the five annual research projects, I am indebted to the staff and members of the American Association of Healthcare Consultants, the Association for Accounting Marketing, the Associated General Contractors of America, the American Institute of Certified Public Accountants, the Professional Services Marketing Association (Canada), the Society for Marketing Professional Services, the Law Marketing listserv, the Institute of Management Consultants USA, Inc., the Association of Executive Search Consultants, the American Council of Engineering Companies, the Canadian Association of Management Consultants, AccountingWeb, the Independent Computer Consultants Association, the Information Technology Services Marketing Association, the Legal