This building block of a market-driven infrastructure is all about process, process, process. It is the area where professional service firms truly learn how to create and sustain a market-driven infrastructure. Essentially, digging-deeper initiatives can deliver competitive advantage as much because of how they are implemented as because of the initiatives themselves. The effort may be significant, but the result is a firm whose practices cannot be copied and are thus undeniably competitively advantaged because of their distinctive organizational nature.
The five initiatives that make up the digging-deeper building block are: (1) embracing competitive differentiation; (2) mining client data; (3) aligning marketing strategies with culture; (4) using account planning and relationship management programs; and (5) using measurement to increase strategic focus and competitive advantage. Each of these techniques requires a strategic focus. Each represents a deliberate and genuinely systemic organizational effort that a firm would initiate in an attempt to increase its competitive advantage. Each requires internal consensus building, each demands cooperation and collaboration among staff members, and each must be supported by internal communication efforts to ensure a common pursuit of the goal.