The Integration Imperative

In 2009 Suzanne Lowe will be publishing her new book, The Integration Imperative: Erasing Marketing and Business Development Silos – Once and For All – in Professional Services.

The gist of the book is this: because of a number of structural and cultural silos, most professional- and B2B service firms’ marketing and selling functions are not optimally integrated. Their marketing and selling “disconnects” prevent them from competitive effectiveness, impede their financial success and hinder them from delivering optimal client service. These structural and cultural silos are entirely fixable.

What’s more, clients inevitably prefer to engage with professional service providers that demonstrate excellence in marketing and selling their services. But effective marketing and business development integration will require PSF executive managers to harness their people differently than they have before, ensuring that marketing and business development is embedded into every person’s job.

The book will outline the evidence that there is indeed an Integration Imperative. It will summarize three flexible frameworks that professional- and B2B service firms can deploy to connect each function together, achieve new effectiveness in marketing and business development, and ultimately, to improve the firm’s value to clients.

Content Previews

In early 2009 Suzanne Lowe will provide previews of the book’s content and key points in the Marketplace Master™ newsletter and Expertise Marketplace™ blog.

Click here to see an example from this series.