Sadly all the research on training effectiveness indicates that much training has little impact.
Generally this is not a reflection on the quality of the training. It reflects the difficulty of people applying the lessons learned when they are "back in the office".
If you listened to our recent webinar on
The Kelso Consulting team has worked on a lot of thought leadership campaigns with management and other consulting firms. We have also interviewed numerous people about their own successes and failures too.
Your management consultancy is ambitious. It sees an opportunity and wants to stand out as the go-to firm. You want clients and prospects to recognise you as experts.
But standing out in a crowded market is difficult, so what could be better than an attention-grabbing "thought leadership" initiative? After all, market leaders like Accenture, Clifford Chance, McKinsey and PwC do lots of it,
In a few weeks time I'll be on a panel at a marketing summit where I will be discussing how to measure the return of investment for Thought Leadership activities.
It sounds an esoteric subject and immediately begs some specific questions like:"What is Thought Leadership?"; "What resources are being invested and how do I cost such inputs as non-billable time?"; and "What actually is the return I am looking for and how will I know when I achieve it?".
Measuring the impact and the ROI is really fundamental, but too often businesses leave considering this until after the campaign, rather than early on as it is developed.
It's easy to start over-complicating things, so the key question management consultants and their marketing teams involved in Thought Leadership projects should be asking are:
Drip-drip marketing hardly brings in leads
We've just held a seminar looking at how to make management consultant's sales pipelines work better.
Before it, our participants assisted with some research. It showed that many of them were already doing a lot of marketing, such as events and some sort of regular technical update or newsletters.
Why thought leadership is essential for consultants and their firms:
"Thought leadership" is the term for activity that positions you and your business as a leading expert on an important area.
Management consultancy firms are ideally placed to utilise "thought leadership" to create the sort of ideas that will grab the attention of senior executives and business owners.
There are a lot of books, guides and blogs out there extolling people to make themselves thought leaders through filling up their website with "content".
In fact, there is a whole "content marketing" industry that has appeared to help you do this, measure the impact and ultimately reap the benefits.
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