A concerted drive to win new business through 'thought leadership' can generate £millions in additional client fees. Securing exposure in publications such as the Harvard Business Review can reap bigger rewards still.
That's why smart consulting practitioners are devoting time and resources to learning how they can market more effectively through intelligent investment in thought leadership.
We all know consultants that have invested in thought leadership only to suffer from a negligible return. You can probably even think of someone within your own consulting business?..
... If you think about the scale of the problem, your clients are inundated with information and analysis from every direction. Without doubt the vast majority is deleted without ever being read. So what are the factors likely to attract a client's attention' When, if at all, will an article, book or survey prompt a client to make contact with the authors and start off the train of events that can lead to a major consulting engagement? Knowing the answers to questions like these is the key to generating new revenues through your investment in thought leadership.
This seminar provides all the insights you will need to succeed as a thought leader able to bring in new client business.
The event organiser is world-renowned consulting expert Fiona Czerniawska. Through her research programme - White Space - Fiona regularly evaluates the latest thought leadership published by a wide range of consulting firms, identifying those that produce the most, the best and the worst material across a range of subject areas and sectors. Combined with the expertise of guest speakers, this seminar will teach you how to invest in thought leadership that will really capture your client's imagination - and then to market it in a way that maximises the chances of new consulting assignments resulting from this investment.
Click here to begin watching the recordings of these presentations for just £199 + Vat.
Who should invest in watching these keynote presentations?If you are responsible for generating new client business within your firm, or aspire to becoming a practitioner that can bring in your own stream of client revenue, then this is a must-see series of presentations. They will also be highly beneficial to less experienced consultants being asked to contribute to thought leadership marketing efforts - and to PR & marketing managers within your business.
Key SessionsFiona Czerniawska of Arkimeda, author of White Space
Who are the thought leaders in consulting?
James Edsberg, Lighthouse
Does thought leadership develop the client relationship?
Jane Renton, journalist
What do journalists think of thought leadership?
Bob Buday, Founding Partner, The Bloom Group
Developing, capturing and marketing intellectual capital
James Edsberg, Lighthouse
Adding the research element to thought leadership
Andrew Rogerson, Grist
Achieving business objectives through thought-leadership
How leading management consultancies are using thought leadership to:
Terry Corby, Accenture
Thought leadership at Accenture:
George Yip, Capgemini Consulting
Thought leadership at Capgemini:
Order a viewing licence nowThis session proved hugely popular and so we filmed all the keynote presentations and have these available for you to watch online immediately. To order a viewing licence, simply click here to use our credit card facility and make a one-off payment of £199 + Vat
Speaker BiosRobert Buday is Founding Partner of The Bloom Group LLC, a consulting, research and marketing company specialising in the growth of professional services firms. Mr. Buday has worked with professional services firms for 20 years in market positioning, intellectual capital development and marketing. Prior to co-founding The Bloom Group in 1998, he was director of marketing at CSC Index, a $250 million management consulting firm based in Cambridge, Mass. He was also instrumental in promoting three best-selling books, including the blockbuster bestseller Reengineering the Corporation by Michael Hammer and James Champy.
Fiona Czerniawska is the founder and managing director of Arkimeda. She is one of the world's leading authorities on the consulting industry, and the author of many management reports, books and articles on the subject.
Fiona is the Director of the Management Consultancies Association's Think Tank, where she is responsible for research the MCA carries out on trends in the consulting market and on the work that consultants undertake with their clients.
She is a Programme Director for the Centre of Management Development at London Business School, and also lectures at Kingston Business School in London and Haarlem School of Advanced Management Studies in Holland.
Terry Corby is a Senior Executive for Accenture, where he is the Global Marketing Director of Thought Leadership Marketing. He is also Marketing Director for both Accenture's Human Capital Consulting & Strategy Consulting practices world-wide. Terry was also a founding director of the Talent Foundation; is a Board Director of the Cornwall Film Board; and on the Advisory Boards for Critical Eye (the Strategic Centre for Business Leadership in Europe).
Before joining Accenture, Terry spent four years as a Global Director of Communications for American Express Technologies and, prior to that, was Head of Communications and Events for Sainsbury's. Before taking on senior management positions in business, Terry spent many years in media production as a Producer of corporate television programmes, TV commercials, theatre productions and large-scale business events.
James Edsberg is a partner at Lighthouse, the strategic research consulting firm. James practised as a commercial lawyer with Freshfields before completing an MBA at INSEAD, and founding Lighthouse in 2002 to advise the financial and professional services sectors on growth strategy, planning and marketing.
Lighthouse provides strategic research to the UK's leading professional service and financial services businesses including JPMorgan, London Stock Exchange, Schroders, Credit Suisse, PwC, KPMG, Deloitte, Ernst & Young, PA Consulting, Herbert Smith, DLA and Eversheds.
Lighthouse specialises in planning and delivering Thought Leadership-based marketing campaigns for its clients.
Jane Renton is managing director of Pathon Media Ltd, which supplies media training to international companies and public institutions. She worked as a TV presenter and reporter for The Money Programme, BBC2's business current affairs flagship, and has written extensively on business and finance for a number of national newspapers, including the Sunday Times, Mail on Sunday and the Observer, where she was a staff writer for six years. She began her career at Reuters and has an MA in History from Edinburgh University.
Andrew Rogerson is a director and co-founder of Grist Ltd, a B2B contract publishing agency specialising in creating thought leadership publications which support our clients' sustainable business growth. Clients include BDO Stoy Hayward, British Standards Institution, Clifford Chance, CSC Computer Sciences Corporation, EC Harris, Jardine Lloyd Thompson, QinetiQ, Siemens and Strategic Planning Society. Andrew has over 10 years' general management and marketing experience at the Economist Intelligence Unit in both London and New York.
George Yip is Vice President and Director of Research & Innovation at Capgemini Consulting, UK. He was previously a professor at London, Cambridge, and Harvard business schools. His book, Total Global Strategy, is a best seller that has been published in ten languages. His next book will be Managing Global Customers (Oxford University Press, forthcoming 2007). In 2006 he was listed as one of the UK's top 12 academic consultants (in any discipline).
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