The history of business-to-business (B2B) marketing is a brief but winding one. Beginning as early as the 1920s, companies created targeted advertising in trade publications, urging other companies to purchase their wares. Mail-order catalogs followed these advertisements; and, eventually, enabled by the internet, today’s demand-generation marketing funnels arrived, ready to absorb website traffic and hopefully leave behind business leads.
For those leading a Professional Services organization today, it may come as no surprise that seven of the top ten business challenges that peers expressed in the 2018 State of Professional Services report are linked to the topic of resource management. Another recent professional services industry study conducted by market research firm, Research Now in conjunction with Mavenlink, found similar results with the challenges of “forecasting resource demand” and “managing unplanned change”...
A leader of one of the world’s largest agency conglomerates, one that includes Leo Burnett, Saatchi and Saatchi, Razorfish, and Sapient, recently made news with a bold statement.