About The Integration Imperative
The Integration Imperative: Erasing Marketing
and Business Development Silos – Once and For
All – in Professional Service Firms
By Suzanne C. Lowe
When it comes to competing effectively, achieving
financial success and delivering optimal client service,
professional and B2B firms keep looking for the Holy
Grail in all the wrong places: “Hire big-time
rainmakers!” “Acquire that hot boutique
firm!”
Pursuing these solutions avoids the real problem:
Marketing and selling are disconnected.
The real Holy Grail can be found by ensuring that
marketing and business development are integrated
into every function. The Integration Imperative
summarizes three structural and cultural frameworks
that professional- and B2B service firms can employ
to achieve new effectiveness in marketing and business
development, and ultimately, improve the firm’s
value to clients.
See advance praise for
The Integration Imperative.
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