Marketing To Existing Clients

Managing, Strategy, Business: David Maister Live videocast

One of the biggest ways that professionals and professional firms can improve their marketing effectiveness is to think through and make sure that they are actually putting their marketing efforts in places which yield the highest return.
This is actually not commonly the case. Most firms say that they believe that marketing to existing clients is the best source of new revenue. But when you add up all of the non-billable hours that are spent on marketing you often get surprised that a very high majority of it is diverted to chasing new clients.
In this clip, we examine all of the places that marketing efforts can go. We make some very clear recommendations about where the priorities are.