By Alison Huntington.
For consulting firms marketing is a tricky business.
A perennial challenge is to figure out how to communicate a client experience that is so tied up in the people clients meet. That’s tough enough, but increasingly, marketing departments will need to work out how they add robots, software, and assets into the mix. And as firms vie for a position in the transformation market, communicating how your unique end-to-end, strategy-through-execution approach is different from everyone else’s unique end-to-end, strategy-through-execution approach adds another dimension to the marketing challenge.
Our research uncovers another, quite startling issue: that consulting firms’ marketing is most effective among those that are already heavy users of a...