Client at the Core: Marketing and Managing Today's Professional Services Firm

Preface.

Acknowledgments.

PART I: Professions and Professionals in Turmoil.

1. If Something Can Change, It Will
Strategic Factors in a New Environment.

PART II: Clients—Who They Are and How to Find Them.

2. What a Client Really Wants
Listening to the Client for Fun and Profit.

3. Are We a Client-centric Firm Yet?
Organizing to Meet Client Needs.

4. Now, Here’s My Plan . . .
Defining the Right Client for You.

PART III: Making Your Vision a Reality.

5. I Can See Your Future from Here
Vision? A Working Tool?

6. Seizing Those Opportunities
Making the Vision a Reality.

7. Making Marketing a Nice Word
Building a Client-centric Marketing Culture.

8. It’s the End Game that Counts
Contact—Turning the Prospect into a Client.

PART IV: Marketing Tools and How to Use Them.

9. Hang High the Rafters, Carpenter
The Tools of Marketing that Build the Marketing Program.

PART V: Managing the Client-centric Firm.

10. Turning Recipes into Cakes
Managing for Results.

11. Who’s at the Helm and Who’s on the Bridge
Firm Governace and Structure.

12. Holding a Handful of Mercury
Managing the Knowledge Worker for the One-Firm Firm.

13. For Love or Money—or Both
Paying for Performance.

14. Didn’t We Tell You What We’re Doing?
Internal Communications—Let Me Count the Ways.

PART VI: Economics in the Client-centric Firm.

15. A Farthing for Your Goat
Pricing in a Client-centric Firm.

16. What Did I Get for My Money?
Measuring the Marketing ROI.

17. Cash Is King
What’s the Lifetime Value of Your Clients and the Financial Health of Your Firm?

PART VII: What Will We Do Tomorrow?

18. The Future for Professional Services
Are We There Yet?

Appendix A: The Balanced Scorecard.

The Balanced Scorecard—Financial Measures.

The Balanced Scorecard—Client Measures.

The Balanced Scorecard—Internal Business Process Measures.

The Balanced Scorecard—Marketing Measures.

The Balanced Scorecard—Employee Growth and the Learning Measures.

Appendix B: Managing the Knowledge Worker.

Take the Pulse of Your Staff.

Compensation.

Career Advancement Opportunities.

Firm Culture.

Appendix C: Pricing in a Client-centric Firm.

Analyzing Price Sensitivity.

Appendix D: Accounting and Law Firm Benchmarks.

Accounting Firm Benchmarks.

Bibliography and References.

Index.