In many professional services firms, marketing is still considered a cost center.<\/p>\n\n\n\n
If this is true in your firm, here are a couple of things you can do to get marketing the recognition it deserves as a growth driver.<\/p>\n\n\n\n
Support teams are often told what<\/em> to do – sometimes even when<\/em> and how<\/em> to do things.<\/p>\n\n\n\n If you’re serious about marketing your firm’s solutions, you should be in the lead.<\/p>\n\n\n\n A position you can claim by providing your colleagues with insights, i.e. valuable things they don’t know yet. Like…<\/p>\n\n\n\n Back in the days, uncovering these insights would take a lot of time. Now, you can fire up a free AI chatbot like Google’s Gemini and get a pretty decent snapshot in minutes.<\/p>\n\n\n\n Maybe, you’ll find the LLM Powered Market Research<\/a> tool I’ve built useful.<\/p>\n\n\n\n In many professional services firms, the most senior subject matter experts are in charge of selling solutions. <\/p>\n\n\n\n As a results ‘leads’ are only logged in the CRM system when proposals are sent out.<\/p>\n\n\n\n That’s way too late.<\/p>\n\n\n\n If you only log proposals sent, you’re ignoring the fact that a prospective client first moved through an entire buyer journey.<\/p>\n\n\n\n During which they first became aware of a challenge, then recognized how painful, urgent, and expensive this challenge was to their business, then realized they needed a solution and only then discovered yours as a trustworthy option.<\/p>\n\n\n\n Ideally you log everything that happens in the awareness, consideration, and decision phase of the buyer journey. Allowing you to track prospective clients, get an idea of what your sales pipeline looks like and attribute generated revenue to marketing and sales efforts.<\/p>\n\n\n\n Marketing and sales are not the same. Each is a different discipline. However, they’re both required if a business wants to generate revenue.<\/p>\n\n\n\n Acknowledging these facts is a great way to start bridging the gap between marketing and sales<\/a>.<\/p>\n\n\n\n Next, you can…<\/p>\n\n\n\n With the advent of online marketing, it’s easier than ever to track all kinds of marketing metrics.<\/p>\n\n\n\n However, marketers need to be mindful of two things:<\/p>\n\n\n\n If you’re serious about growing a business you need to measure and report on metrics that matter to a business. Like…<\/p>\n\n\n\n If you like more tips on how to track growth performance and decide on the right metrics, read this article<\/a>.<\/p>\n\n\n\n Hope this helps you change the perspective on marketing from cost center to growth driver.<\/p>\n\n\n\n Thank you for reading MBD Spark #102<\/strong>, sent on February 24, 2026.<\/p>\n\n\n\n\n
2. Map the buyer journey in your CRM tool<\/h2>\n\n\n\n
3. Bridge the gap between marketing and sales<\/h2>\n\n\n\n
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<\/li>\n\n\n\n4. Measure & report the right things<\/h2>\n\n\n\n
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