Use research to create better business development plans.
How often do you say, “I know . . . what my clients want, who my clients use, what they think of me. . . .” Probably too often. And probably your answer is only partially correct. Our minds ellipse information, shorten time periods, remember snatches. To avoid miscalculations and blind alleys, use research to inform key decisions.
Strategy should focus on realistic goals.
Marketing without strategy is like traveling an unknown road without a GPS. Map out your own way. Think about where you want to be in one or two years. Analyze how you arrived at where you are today and then extrapolate to the future. In this way, you can build a growth strategy around the most successful parts of your business.
For Example - Industry-based marketing
A law firm analyzed their “80/20” clients and found that they had enough partners with
energy industry clients each using a different mix of services to create an industry-based marketing group. The energy group met regularly, shared client information, marketed together to new clients and cross-sold services to current clients.
Result: more work for current clients and several important new energy industry clients
