| |
| |
| Foreword | |
| |
| |
| |
| Acknowledgments | |
| |
| |
| Introduction | |
| |
| |
| The Origin | |
| |
| |
| The Opportunity to Emerge | |
| |
| |
| Causes for Change | |
| |
| |
| Accelerating Transformation | |
| |
| |
| The Value Imperative | |
| |
| |
| |
| Eliminate Billable Hours | |
| |
| |
| Disrupt or Be Disrupted | |
| |
| |
| A Broken System | |
| |
| |
| The Power of Transparency | |
| |
| |
| The Move to Standardized Services and Set Pricing | |
| |
| |
| Value-Based Pricing | |
| |
| |
| Focus on Recurring Revenue | |
| |
| |
| |
| Transform into a Hybrid | |
| |
| |
| Every Firm Is a Tech Firm | |
| |
| |
| Meet the Demand for Digital Services | |
| |
| |
| Understand Your Role in the Ecosystem | |
| |
| |
| The Art of Outsourcing and Collaboration | |
| |
| |
| Diversify Your Revenue Streams | |
| |
| |
| |
| Think Talent and Team | |
| |
| |
| Great Teams Finish First | |
| |
| |
| A Players, the Draft, and Free Agency | |
| |
| |
| Hire, Retain, and Advance Hybrid Professionals | |
| |
| |
| Talent Evaluation and Professional Reviews | |
| |
| |
| Leaders Must Lead: The LeBron James Parable | |
| |
| |
| |
| Build a Scalable Infrastructure | |
| |
| |
| Make Decisions That Fit Your Growth Goals | |
| |
| |
| The Realities of Costs, Funding, and Cash Flow | |
| |
| |
| Agility, Mobility, and the Cloud | |
| |
| |
| |
| Devise an Inbound Marketing GamePlan | |
| |
| |
| The Shift to Inbound Marketing | |
| |
| |
| Origins of the Inbound Marketing GamePlan | |
| |
| |
| The Foundation: Brand and Website | |
| |
| |
| Audiences: Segment and Prioritize | |
| |
| |
| Objectives: Set Your Success Factors | |
| |
| |
| Strategies and Tactics: Take an Integrated Approach | |
| |
| |
| Does Inbound Marketing Really Work for Agencies? | |
| |
| |
| |
| Control the Sales Funnel | |
| |
| |
| Agency Sales System Essentials | |
| |
| |
| People, Tools, and Processes | |
| |
| |
| Understanding the Buying Cycle | |
| |
| |
| Lead Generation | |
| |
| |
| Prospects and Lead Nurturing | |
| |
| |
| Conversions and Transitions | |
| |
| |
| |
| Commit to Clients | |
| |
| |
| Build Relationships and Loyalty | |
| |
| |
| The Significance of Systems | |
| |
| |
| Prioritizing and Evaluating Accounts | |
| |
| |
| The Marketing Consultant Laws | |
| |
| |
| |
| Deliver Results | |
| |
| |
| Become Measurement Geeks | |
| |
| |
| Use Analytics to Adapt | |
| |
| |
| Activate Builders and Drivers | |
| |
| |
| Unplug to Excel | |
| |
| |
| |
| Embrace Failure | |
| |
| |
| If Your Model Is Broke, Fix It | |
| |
| |
| The Disruptor Advantage | |
| |
| |
| The Traditionalist Opportunity | |
| |
| |
| Spend Less Time Planning, More Time Doing | |
| |
| |
| |
| Pursue Purpose | |
| |
| |
| Stand for Something | |
| |
| |
| The Purpose Pyramid: A New Planning Paradigm | |
| |
| |
| Fate, Destiny, and the Business of Life | |
| |
| |
| Conclusion | |
| |
| |
| The Transformation | |
| |
| |
| Core Concepts | |
| |
| |
| Resources | |
| |
| |
| Visit MarketingAgencylnsider.com | |
| |
| |
| Notes | |
| |
| |
| About the Author | |
| |
| |
| Index | |