Description
Book SynopsisClients At The Core is an essential blueprint to helping us all take the next steps. The authors, battle scarred by the evolution of professional firm management and marketing from then to now, have captured the changing needs of the firms in this turbulent new economic era. This is a well-written book that uses plain language to convey practical, well thought-out ideas.
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Patrick J. McKenna, a leading international consultant to professional service firms
The authors have captured the changing role of professional services marketing and firm management. There is valuable insight [in this] down-to-earth guide to competing successfully in the new environment.
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David Maister, author and consultant
The book is a masterpiece! Aquila and Marcus have produced the essential guide for managing a professional services firm. They''ve marshaled their considerable real-life experiences and far-reaching vision into a veritable operating ma
Table of ContentsForeword.
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.
