management. Sales i s the process of identifying potential clients,
establish-ing credibility, closing
engagements, and retaining
and expanding client
relationships. It is a continuous
cycle of finding ways to grow the business.
Throughout the industry,
there is a good
deal of controversy
sur-rounding the processes to position the firm, establish a brand, market the
business, and ultimately sell services. In the course of our interviews,
we
heard a variety of
definitions for each
of these concepts,
and an even
wider variety of descriptions of how these activities are tackled and
man-aged inside the
organization. The firm
leaders we spoke
with do agree
that positioning, branding,
marketing, and sales
are important ingredi-ents of firm success. Seventy-seven
percent of interviewees placed them
at the top of their management agendas, as shown in Exhibit 7.1. Ratings
on performance in this category,
however, were mixed. Although 50
per-cent of the leaders we spoke with gave their firms fairly high marks in
this
area (as shown
in Exhibit 7.2),
most said they
were best at
brand man-agement and
spotty on marketing
and sales. Or, as one CEO
confessed,
“I would
say we are substantially underinvested in these areas.”
Exhibit 7.1 Branding, marketing,
and sales ranks sixth in order of
importance for firm leaders
148 THE
ART OF MANAGING
PROFESSIONAL SERVICES
62%
71%
74%
77%
78%
79%
87%
98%
99%
Infrastructure
Strategic planning
Equity and compensation
Branding, marketing, and sales
Financial management
Service portfolio
Client portfolio
Talent management
Vision, values, and culture
العلاقات. بل هو دورة مستمرة من إيجاد سبل لتنمية الأعمال.
في جميع أنحاء الصناعة، وهناك قدر كبير من الجدل عمليات سور التقريب لوضع الشركة، وإنشاء العلامة التجارية والسوق
الأعمال التجارية، وبيع في نهاية المطاف الخدمات. في سياق المقابلات التي أجريناها، ونحن
سمعت مجموعة متنوعة من تعريفات لكل من هذه المفاهيم، وحتى
أوسع من أوصاف كيفية معالجة هذه الأنشطة والرجل الذين تراوحت أعمارهم بين داخل المنظمة. قادة شركة تحدثنا مع قيام توافق
أن تحديد المواقع، والعلامات التجارية، والتسويق، والمبيعات مهمة ingredi-الوالدان من نجاح الشركة. وضعت سبعة وسبعون في المئة من المستجوبين منهم
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