How To Sell Professional Services Today – Part 2

Описание: Aligning Marketing, Sales & Delivery Around The Equation & The Promise

In this thought piece, I want to debunk one of the biggest misconceptions I see today about how to grow revenues and profits for professional service firms. The misconception goes like this: the marketing function generates leads, the sales or business development function closes leads and the delivery function delivers the work-product. This is a classic assumption about how these teams work together to produce meaningful growth. But it’s dead wrong. It doesn’t work.

I call this model the triple flip. In other words, marketing generates a lead and flips it over the wall to sales. Sales closes a deal and flips it over the wall to the delivery team. The delivery team looks at the deal, realizes that it’s going to be incredibly painful to deliver against it and then flips off sales and marketing. That’s the triple flip. It is a recipe for failure.

There is a much better way of handling these three functions. What I’m about to describe will produce the triple win, not the triple flip. When you align marketing, sales and delivery around two key things – the promise and the equation – everyone wins. Service firms who create this alignment grow by leaps and bounds. Let me show you how to do this.

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