John E. Doerr

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

"Unfortunately, too much of marketing spending—in dollars and time—is still wasted in professional services firms," write Mike Schultz and John E. Doerr, co-presidents of the Wellesley Hills Group and co-authors of "Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success." Instead of using the same one-sided marketing tactics, professional services firms need to focus on lead generation, establish their brands and reputations, and win new clients—and that's just the beginning.

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