Is Advertising Effective for Marketing Professional Services? Holly Corwon's Perspective

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links As a marketing manager for a regional CPA and consulting firm, I’ve had to fight long and hard about this issue. Accountants definitely don’t like to spend money without seeing an immediate return, which just isn’t practical for professional services. I certainly wouldn’t consider myself an expert, but can attribute a cultural change towards sales and marketing in our firm to some of the efforts I’ve implemented. Professional services are about relationships. As such, our sales cycle is painfully long making measurement extremely difficult.