Case Studies

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.

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links Jon should accept the ad offer only if he is able to establish proper expectations with senior management and only if he receives approval to fail. This is an excellent test and a good investment. He’ll have to educate and present them with a well-reasoned argument. There are three possibilities: unqualified success, qualified success, and failure. Criteria must be established to set campaign goals such as changing attitudes or creating awareness. Setting clear criteria for the test is of paramount importance. Jon and his management must also realize this is an investment. Should this test fail, the firm is still enforcing its brand.

A ServicesRevenue Business Case The memo was short and direct. The CFO is directing all departments to slash budgets by another seven percent over the next two quarters. Kevin Clevland stares at the memo on his screen with a mix of disbelief and frustration. He cannot believe his department is included in this directive. Kevin decides to seek clarification. He gets up and walks over to CFO Barry Lee’s office who was just leaving for lunch. “If you’re here to protest the cuts,” Barry pre-empted, “don’t waste your time. There’s a risk that we may not meet Wall Street’s expectations and we’re not taking any chances.” Kevin persists: “But I did better than my target last year and my target for this year is 15% higher yet.”

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links I advise Trish to look at the total profit picture instead of just the impact of the additional services on the product. Total profit is what’s going to help the company pay off its loan eventually. She ought to look at different forecasting scenarios for product sales with and without the warranty extended to three-years. She should also forecast the impact of the additional four-hour, on site service on profitability. Trish must recognize that Kevin’s plan is loaded with undesirable costs.