The Five Most Important Questions in Services Marketing

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by Mike Schultz, Rain Today

Q. Why did the chicken cross the road?

A. Jack Bauer: Give me ten minutes with the chicken and I'll find out.

[Link3]The first time I heard the five questions I'm about to put forth as the five most important for services marketing, they annoyed me. Actually, the person who introduced them to me tended to annoy me in general. By proxy, I threw the important-question baby out with the annoying-lady bathwater. I shouldn't have done that, but didn't realize it at the time.

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Measure and manage ... PS questions ... Twittering for business ... List segmentation

Jack Scharff

How do you know where the problems lie if you don't measure anything? [Link1] identifies the potential magic bullet PS executives have been looking for to better manage performance and profit.

What are the Five Whys in services marketing? [Link2] from Mike Schultz.

Want to segment your mailing list for better results? [Link3] my humble suggestions on how to do it.

Here a tweet. There a tweet. Everywhere a tweet tweet including business? Experts and readers [Link4] about social networking in business.

Got a backlog? [Link5] who wants to know how to do the math to figure out when to hire new people?

We value the time we spend with you every month and beyond. If you ever need help or advice, [Link6] or complete the feedback form, which only takes a minute or two. Besides, when you provide feedback, we enter your name into a drawing for a Garmin Rino 110 GPS.

Thanks for reading. -- Jack

If you would like to unsubscribe from this newsletter, please click on link at bottom.

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You Can't Fix What You Can't Measure

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by Jeanne Urich and Dave Hofferberth of Service Performance Insight

Professional service executives keep looking for a magic bullet to improve performance and profit. They invest in:

Sales and marketing to properly position and sell their services.
Finance and operations to capture time and manage resources.
[Link3]Effective recruiting, compensation and training to create a competitive workforce.

However, they often don't realize the full benefit of these investments because they lack visibility and actionable reports to measure progress.

Divide and Conquer

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by Jack Scharff

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Everyone is unique. Everyone has similarities. So why and how should you segment your mailing list?

The "why" is easy -- better results, more readership, more targeted offers and content.

[Link3]The "how" is less easy because there are so many possible variables, and it's often difficult to decide on the segmentation criteria.

Sharpening Your Skills: Leading Change

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by Staff - HBS Working Knowledge

Leading at the Speed of Thought

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by Alaina Love - BusinessWeek

Last Issue's Dilemma:

What's with this social media -- Hype or here to stay?

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Not a day goes by without me hearing someone talk about Facebook, LinkedIn or Twitter. I'm trying to decide if some of these social media tools are worth figuring out and using to reach my clients and prospects. Should I incorporate some or all of these new tools into my current marketing program, or should I wait to see if they fade away? Are any of your readers using social media to help grow their professional services revenue?

-- From an email and phone call kinda guy

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This Issue's Dilemma:

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How much of a backlog is a good thing?

We're trying to better understand our numbers to determine the timing of hiring new staff. Despite having a five-month backlog, fulfillment won't occur in five months, and I still have leftover capacity for the next three months due to normal project implementation cycles.

When capturing our backlog (hours booked versus hours available), what's the ideal backlog number before we add staff? [Link2] that drive the timing of hiring new staff, or is it a guessing game? -- Numbered Out

[Link3]Can You Help?
[Link4]. You could win a digital camera.

Wargaming Can Save Your Sales Pitch

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by Ben Gilad - ManageSmarter

Success Factors for the Automation of Global Services Delivery

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by Morris Panner - PSVillage

Leadership Training for New Managers

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by Kevin Berchelmann - Cincom Expert Access

Learning the Art of Listening

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by Steven Berglas - Forbes

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