Creating a positive culture

There is no need to explain to professional services marketing teams the value of having up to date and relevant information on client and prospect organisations and the key buyers within those.

One of the challenges you face as a marketing team is the internal marketing required to create a positive attitude within the practice. This is key to adopting a CRM strategy or even just to begin the first steps of having a shared data set that is held centrally and kept up to date. Fee-earners need to understand and buy into the concepts that you are recommending and wishing to pursue in terms of best practice data management.

Shamrock’s work with professional services firms, whilst being focused on the practical side, has also given us an opportunity to work with our clients to help them develop the positive attitude and project buy-in they need from their own ‘internal clients’. We work with our clients to help them get the following messages across to their practices:

• Why good management of information is necessary

• How will getting involved in a CRM programme assist them

• Understanding the difference between effective management of information and bad data management.

Managing the expectations of the practice can be fundamental in getting your messages across and obtaining positive buy-in and action from fee earners. Over promising at an early stage can lead to frustration and lack of co-operation. Positive feedback, for example on reduced numbers of returns to mailings and improved quality attendance at events, will demonstrate that things are happening.

To find out more
For further information, please contact Michael Warren, Client Services Director, on 0870 351 1846 or michaelw@shamrock-marketing.co.uk, or see our 'Tools of the Trade’ for the practical side of the work we do for our clients, also on this website.

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