Is your firm’s content an asset in the sales process for your firm’s services? In too many cases, I hear that the sales cycle is so long and multifaceted that it’s impossible to expect thought leadership content from actually having a noticeable impact.
“80 percent of our company’s business comes from existing clients.”
I heard this recently from a senior member of the marketing team at one of my biggest and longest-duration clients (18 years!!!!). That proportion is true for my firm, and I expect it’s like that for your firm too.