unbillable hours - a podcast about better professional services marketing
unbillable hours is a podcast about marketing professional services. It focuses on effective strategies to attract clients and build a respected practice. Hosted by two experienced marketers who have nothing to sell. The podcast offers free, practical advice for marketing consultancies.
Episodes
C2E26 - AI in consulting - exploring best practice (feat. Michael Boham)
It's 2026... and we're still wondering: How are consulting firms using AI? How should they use it? So, we decided to ask someone who should know: QVALNT's Michael Boham is building solutions for this very space and has a few opinions about how firms should leverage AI, how they shouldn't do it, and where value can genuinely be found (spoiler: it's about so much more than just the tooling!).
Epis
C2E25 - From service to program - how to package consulting capabilities for greater impact
Sure, consulting services are great. But you know what's even better? Consulting programs! As in: Outcome-focused, time-boxed, and IP-supported bundles of services and capabilities. They're just so much clearer and therefore more helpful for everyone... plus they can really improve your delivery! And in this episode, Ash and Flo will give you the full rundown of why they're great and how you might
C2E23 - When and how to introduce your firm's services (without losing the plot)
Alright... you've stuck with us long enough - which is why, yes, finally: you'll get to talk about your services (yay!). In all seriousness, though: There IS a time and a place to introduce prospects to your services, of course... It's just not at the start. And in this episode, we'll explain where they belong, and how you should introduce them. Listen to it here!
Credits
Voices, production, etc
C2E23 - Consulting's 2025 - a year in review with Jeff McKay
So how, exactly, did things go in 2025? And what, exactly, did we learn? We brought on advisor to the consulting industry, founder of Prudent Pedal and all-around sector strategist, Jeff McKay, to discuss his insights into where we've been, we're we're headed, and, sure: what to make of "AI" and other new pressures resetting consulting.
Listen to it here!
Episode guest
Jeff McKay, founder, Prude
C2E22 - Consultancy positioning in the AI era
Nah ... AI isn't going to kill consulting. But it'll certainly change the sector ... especially by influencing perceptions and expectations. So, how can firms prepare? Ash and Flo's workshop answers the question of how consultancies can counter clients 'dwindling "willingness to pay" while positioning to capture whatever value can be found in the new, much-heralded AI solutions for themselves.
Cr
C2E21 - Your consulting proposition's second job: Building client self-confidence
THE PODCAST IS BACK! (Sorry for yelling...) And this time, we’re looking at the other side of the trust equation: not just whether clients trust you, but whether they trust themselves—to make the right decision, rally internal support, and deliver results. Listen in how a well-crafted consulting proposition can help them build this self-confidence... and, therefore, hire you ;)
Credits
Voices,
C2E20 - Frameworks That Work: Designing Your Consulting IP with Charlotte Crowther
Some frameworks just sit in decks. Others do real work. They spark interest, guide delivery, and help consulting firms stand out with confidence... and in this episode, we dive into the kind that do exactly that—signature frameworks—with designer and methodology expert Charlotte Crowther. We unpack how to craft one that’s not just smart… but strategic. So, iIf you’ve ever wondered what separates a
C2E19 *Replay* Making rain (differently)
Ever heard of "Rainmakers" - the bizdev champions of the services world? HBR published a piece saying their game is changing. Ash and Flo dove in to figure out how, exactly (spoiler: it's related to marketing!)
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Please find the shownotes to this e
C2E18 - From proposition to thought leadership: How to plan consultancy content
We're back - and start our post-summer show with a deep dive into answers to the dreaded question "What should our consultancy post about?" (or some such): Tune in to hear Flo discuss the best philosophy for thought leadership planning and how to derive content from your value proposition. Enjoy!
Credits
Voices, production, etc. by Ash and Flo
Creative and design advice by @calmar.creativ
Into,
C2E17 - Everyone Sells: How to build your firm's holistic sales capability
You’ve nailed your value proposition—now what? In this episode, we show how consultancies can embed business development capabilities across the whole firm, turning scattered effort into a coordinated go-to-market machine.
Credits
Voices, production, etc. by Ash and Flo
Creative and design advice by @calmar.creativ
Into, outro voiceover for the unbillable hours podcast by @iamthedakota
Music als
C2E16 - Why "cold outbound sales" don't work in consulting (and what to reach out instead)
There, we'll say it: "Cold outreach selling" - whether by email, phone, or LinkedIn - doesn't really work in consulting (with a few exceptions perhaps confirming this rule). So... what can you do instead? Ash and Flo share some insights and tips you might want to listen to before sinking another 20k into an outreach effort with no ROI...
Credits
Voices, production, etc. by Ash and Flo
Creative an
C2E15 - AI and advisory - some notes
We pause our strategy guide curriculum for a bit of news-related coverage - and have Ash and Flo review the new "Trends - Artificial Intelligence" report by Mary Meeker and her Co-authors at VC firm, Bond. The two use it to share some views re. how consultancies should position in this so-called "age of AI"... enjoy!
Credits
Voices, production, etc. by Matt Hodkinson and the "Consultancy Edge"
C2E14 - Acing case study creation
Ah, yes: Case studies - the workhorses of consultancy business development! So important to prove you can deliver your proposition! And yet, often in such sorry, sorry states... (Like, really: Many of them are not exactly great). The team invited Lead Comet's James De Roche to discuss why so many case studies don't work, how to fix them, and much more - listen to their conversation here!
Episode
C2E13 - "Stacking" propositions for a multi-service firm
Yes, we've explained how to design a value proposition. But what if a single proposition won't cut it - because your firm is large enough to house several practices, multiple service lines, and an even greater number of services? Ash and Flo explain, but want to remind you again here: Multi-propoisition stacking is a tool to facilitate effective strategy in larger firms - it's not your excuse to s
C2E12 - Competing (and winning) against bigger firms
Oh, hey - a "prequel!" Well, of sorts, at least: In this episode, Ash and Flo explore how small and mid-sized consultancies can compete—and win—against the big guys. They share four moves to help you out-position, out-deliver, and outsmart the giants, including how to de-risk the buying journey, pick smarter battles, and show up differently. It's great input to have before refining your firm's val
C2E11 - Positioning, productisation and pushing boundaries with Florian Heinrichs (Consultancy Edge re-broadcast)
Surprise episode! For this one, we'll break from our pre-planned curriculum of "how-to" episodes to syndicate a conversation between Total Growth Ownership's Matt Hodkinson and Flo for Matt's "Consultancy Edge" podcast. Listen to the two of them discuss positioning, productisation and pushing boundaries in consulting!
Credits
Voices, production, etc. by Matt Hodkinson and the "Consultancy Edge"
C2E10 - Articulating your consultancy's point of view; designing its signature method
And, here we are: This is the sixth and final episode of our "value proposition design" mini-series introducing the "Value Proposition Canvas" by TheVisibleAuthority! In this one, we'll cover why your firm needs both a point-of-view and a method of delivery, how the two are connected - and how you can go about designing yours. Enjoy!
Credits
Voices, production, etc. by Ash and Flo.
Creative and
C2E9 - The right way to promise consulting results (Value Proposition Design part 5)
In this episode, we tackle the next big question in value proposition design: “What can clients expect from us?” Flo breaks down how to nail your expertise, immediate impact, and business outcomes—from defining your consulting type to describing clear before-and-after states. Quick, punchy, and BD-ready. Tune in!
Credits
Voices, production, etc. by Ash and Flo.
Creative and design advice by @ca
C2E8 - Describing your clients' needs, struggles, and options (Value Proposition Design, part 4)
On to the next part of our strategy/value proposition design series: Describing your ideal clients' needs and struggles - or, more specifically, jobs-to-do, hurdles to success, and options for overcoming said hurdles. Sounds complicated? Don't worry, it isn't - Ash and Flo will explain!
Credits
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro vo
C2E7 - Who are our best clients, really? (Defining your consulting firm's ideal client profile)
In this episode, we'll dive even deeper into value proposition design ... and discuss the next critical issue: Defining your consulting firm's ideal client profile or "ICP." Flo will guide you through all key steps, from defining "ideal" to reviewing your best recent engagements, to deriving a crisp description of your ICP.
Credits
Voices, production, etc. by Ash and Flo.
Creative and design ad
C2E6 - Why do clients come to us? A quick guide to defining your consulting firm's specialization
You've heard how important it is to refine your firm's value proposition - so let's get to it! In this episode, Flo will walk you through the process of filling in box nr. #1 in TheVisibleAuthority's "Value Proposition Canvas," and find a comprehensive (and compelling) answer to the question: Why do clients come to you?
Credits
Voices, production, etc. by Flo
Creative and design advice by @calm
C2E5 - How to refine your firm's value proposition (a crucial step towards strategy!)
We've already told you how important it is to refine your firm's value proposition before you refine its bizdev strategy. So, let's explore a framework for doing just that, shall we? Listen to Ash and Flo explaining the "five questions" you can answer to create a compelling proposition, and hear their tips for differentiating your promise to the market.
Credits
Voices, production, etc. by Ash an
C2E4 - How to prepare your bizdev strategy
Ever heard the idiom "sh#t in, sh#t out?" Well, it's very much true for business development, too. Which is why, for this first episode in our mini-series about "strategy," Ash and Flo explain which inputs need to go into your bizdev strategy if you're to be successful with it.
Credits
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover b
*Reupload* C2E3 - What success looks like in bizdev systematization
Since we seem to have screwed up last week's upload ... here's the very same episode, yet again, in full length and quality. Apologies, everyone!
Ready to systematize your consulting firm's business development inititiatives? Well, let's start you off the right way then ... and discuss objectives, metrics and targets (yay!). Listen in to this "monologue" episode to hear Flo explain which benchm
C2E3 - What success looks like in bizdev systematization
Ready to systematize your consulting firm's business development inititiatives? Well, let's start you off the right way then ... and discuss objectives, metrics and targets (yay!). Listen in to this "monologue" episode to hear Flo explain which benchmarks to pursue with your efforts... he'll keep it light on the math, we promise!
Credits
Voices, production, etc. by Ash and Flo.
Creative and des
C2E2 - Making the case for systematized business development
Ready to change how your consultancy "does bizdev?" Great! But chances are, you'll have to convince a few other people in your firm... which is why, in this episode, Ash and Flo sketch out the case for shifting to a more strategic, more systematic way of business development. Enjoy!
Credits
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceov
S33E5 - A new chapter!
A new year, a new chapter for the podcast! Listen to how Ash and Flo will focus the show on "systematizing" business development from now on, and hear them explain the concept and underpinning structure so you can understand what's coming (well' be exploring systematic strategy, client journey, firm story and bizdev systems from here on in... we hope you enjoy it!).
Voices, production, etc. by As
S33E4 - Recapping 2024 (Partnerships edition)
In a year where many consultancies struggled, US martech boutique "Stitch" crushed it. Their secret? Intentionally designing a strategy around a single tech vendor, and then building from there. Stitch CEO Michael Burton is back to share why doubling down on a partnership like this worked, how the tech consulting landscape is shifting, and why 2025 looks even better. Listen in to learn why sometim
S33E3 - Copying science
Most consultancies "do marketing" like they think it should be done, which is: as mere promotion. The most successful firms, however, do it differently - and follow a process which, Ash and Flo argue, is much more similar to scientific publishing... Listen in to learn how, why - and why you should consider 'copying science' in this way, too.
Voices, production, etc. by Ash and Flo.
Creative and de
S33E2 - Regarding AI
Did "Gen AI" just create a "leopards-eat-my-face" moment in consulting? Ash and Flo aren't entirely sure yet... but they're certain the technology - with all its current issues - has started to impact the industry. Listen in on their discussion how firms and their marketers should respond:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover
S33E1 - Researching consulting
It’s that time of year when consulting firms pull out their crystal balls to forecast the future. But we’re turning the spotlight back on them. Austin McNair from Hinge gives us a sneak peek into their upcoming research on high-growth consulting firms. Curious about what makes firms thrive or want our wild predictions? Tune in and get ahead of Hinge’s newest insights.
P.S.: Please participate in
S32E5 - Hard parts
Ever wonder why consultancy marketing is such an uphill struggle? Well, we've identified the root causes—and in this episode, Ash and Flo will both present them to you and share tips for resolving them. Enjoy!
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
S32E4 - Acing LinkedIn-Newsletters
Ever wondered whether setting up one of those LinkedIn-Newsletters we're all constantly invited to subscribe to would be ... worth it? We always had our doubts... until we came across Westofcenter's Andy West, who, clearly, aced the LI-NL with his helpful, concise, and, above all, highly social "Agency Advisory." So... we invited him to the show, and asked him to explain ...
Episode guest: Andy We
S32E3 - Reducing cost
Stressed out by "new biz," RFPs, pitches and proposals? Might be your firm's vague value proposition is at fault... Listen to Ash and Flo discussing the "downstream" issues caused by too broad, too generic propositions, and how these lead to much-too-high pre-sales and bid management efforts and business development cost. Oh, and, stay tuned for their tips re. how to do better!
Voices, productio
S32E2 - Promising outcomes
We constantly tell consultancy marketers to speak less about what their firms do, and more about which outcomes they can deliver. But hey, easy for us to say, right? What are you supposed to do if your firm doesn't seem to have any hard outcome data points to share? Ash and Flo explain:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover
S32E1 - Taking stands
Can you position - and then successfully grow - a firm by positioning it around a extreme, if not "radical" candor? Nikhil Suresh and his colleagues over at Hermit Tech (a "radically ethical" data consultancy) sure think so - and continue to make waves by calling out the bullshit in all things digital, data, and AI. Listen in to hear Nik speak to how it's working for them!
Episode guest: Nikhil S
S31E5 *Replay* - Service websites
Do your firm's service websites convert... or stink? Chances are, they're at least a bit smelly - simply because that's the expected state of things in this industry of ours. But don't fret... you can make them much, much more effective quickly by using the principle and structure Flo discusses in this episode.
Oh, you might want to reference this Bain website as you listen to this (it's our case
S31E4 *Replay* Account planning
It's a summer break replay y'all ... focused on a key, key topic:
Strategic account management - if well executed - is one of the best ways to win new work for a firm. Which is why we invited friend of the show and account strategy expert Ute Wellenberg to explain how she drives effective account planning. And, well ... Let's just say: If your job is to market a consultancy - you can't miss this
S31E3 - Fixing workshops
In our experience, many consulting workshops are far less effective than they should be – and it really has to change. Which is why we invited Mesozoic’s João Landeiro, an expert in workshop design and facilitation, to hear from him how experts can turn unfocused examples of do-not-much ‘executive education’ into laser-focused productivity sessions driving real results.
Episode guest: João Lande
S31E2 - Increasing success (Deltek webinar replay)
Keen for some practical tips for improving your firm's business development AND delivery success? Then listen to this replay of a recent Deltek webinar, which has Flo summarize a few key pointers around value proposition refinement and "signature method" design!
Episode host: Deltek, through their "Powering consulting efficiencies" series.
Voices, production, etc. by Ash and Flo.
Creative and des
S31E1 - Rethinking productization
Yes, we've discussed productizing before on this podcast... but we hadn't done so with Eisha Tierney Armstrong yet, who literally wrote the book about it. So, Ash and Flo invited her on - and she kindly hopped on to share what she knows about structuring, templatizing, and tech-enabling services before building entire "products." A Highly recommended listen!
Episode guest: Eisha Tierney Armstron
S30E5 - Stacking propositions
Q: "Hey Ash, Flo - would love to implement some of the value proposition stuff you keep talking about. But we're a 15-practice firm! Where should I even start?" A: "You start by creating multiple propositions. Here, let me show you..." *proceeds to pull out pins, red string, and a Matryoshka doll*
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro v
S30E4 - Structuring know-how
All consultancies have know-how... but not all of them have it formalized (let alone refined to a point where it might become some form or IP). If your firm is in the latter group - which steps could you take towards a more refined, compelling form of "know-how-packaging"? We asked Curley Thirty Three's Liam Curley for tips:
Episode guest: Liam Curley, Founder, Curley Thirty Three.
Voices, product
S30E3 - Tweaking messaging
Ash and Flo discuss a recent think piece from Source Global Research, pointing to interesting changes in professional services buyers' spending patterns and service buying preferences. Is it time to tweak your firm's messaging?
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Please find t
S30E2 - Formalizing methods
Sure, your firm has frameworks - but does it have a "signature methodology," i.e., a proprietary process designed to help educate prospects and structure engagements? If not, you should design one ASAP - and listen to this to learn how you might do it:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamt
S30E1 - Leveraging feedback
Have your value prop, signature method, and offerings defined (as per our earlier episodes)? Great, congrats! Then you're ready to keep improving everything by using client feedback in some of the ways Ash and Flo describe here.
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
S29E5 - Shaping PoVs
Does your consultancy have a point of view on its clients' industry, business, and challenges yet? No? Well, then, this is the episode for you because in it, Ash and Flo share their framework for distilling one (or several, should you need them).
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakot
S29E4 *BONUS* - Behind the scenes
Ever wonder how we're producing this humble podcast? Well, Flo spilled the beans when speaking to John Tyreman over at "Podcasting in Professional Services," and John was kind enough to permit us to re-release the episode here, in this feed, so here you go!
Episode guest: Flo Heinrichs, founder, client friendly.
Voices, production, etc. by John Tyreman and crew at Red Cedar Marketing.
Check ou
S29E3 - Segmenting properly
"Market segmentation" remains the most under-utilized source of differentiation in all of consulting... So how can you segment properly, and create an edge for your firm? Ash and Flo discuss:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
S29E2 - Going offline
Is digital marketing really the end-all, be-all of consultancy business development? Our guest for this episode, Interview Valet's Tom Schwab, disagrees (and so do Ash and Flo) - and explains why, right now, the greater opportunity might be exploring everything besides digital ads, SEO, and social selling:
Episode guest: Tom Schwab, Chief Evangelist Officer & Founder, Interview Valet.
Voices
S29E1 - Getting creative
Ah, yes... creativity! It is so important in marketing, yet so rare in most marketing materials consulting firms tend to put out (not yours, of course, you're good!). Why is that? Why does it matter? And - how could firm marketers ramp up the creativity of their messaging, collateral, and ads? Ash and Flo discuss:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creat
S28E5 - Effectuating (!) programs
Ever heard of "effectuation?" No? Well, it's one of these management frameworks or something. And it contains a bunch of principles you might find helpful when preparing your marketing programs for execution. Here goes:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. find the shownotes
S28E4 - Categorizing services
Are you thinking about your services in the same ways your clients do? And do you use the same words they use to describe them? Well, chances are, you're not—or not anymore. Prospects' categories for thinking about and searching for consultancy services are ever-changing, and Source Global Research's CEO Fiona Czerniawska explained in some detail why it pays to pay attention.
Episode guest: Fiona
S28E3 *Replay* - Driving change
How can consultancy marketers make firm-wide change? We asked someone who should know because “making change” is part of their marketing executive day job: Marc Appel, head of content and editorial strategy at Accenture.
Episode guest: Marc Appel, head of content and editorial strategy, Accenture.
Voices, production, etc., by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro v
S28E2 - Professionalizing bizdev (even further)
Seems like a lot of you liked our "Professionalizing Bizdev" episode - and some of you even sent us some questions. So... we double down on the theme, and explore how firms can push beyond "unfocused" business development and into a much more focused way of pursuing clients and new business:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceo
S28E1 - Buying ads
Ever considered LinkedIn ads for your firm or service? We certainly have... and we've learned enough about them to understand we'd need to have an expert explain them to us ... which is why we invited Hannibal, who was kind enough to share his insights. So, here you go: A full episode on "buying ads"!
Episode guest: Hannibal Herforth, consultant, Kvadrant Consulting.
Voices, production, etc. by As
S27E5 *Replay* - Rethinking content
Flo recently hopped onto Alastair McDermott's "Recognized Authority" podcast to discuss some fresh ideas for consultancy content creation - here's the replay for you:
Check out the Recognized Authority Podcast here!
Voices, production, etc., by Alastair McDermott
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. find the shownotes
S27E4 - Professionalizing bizdev
Improving, i.e., focusing, strategizing, and scaling a firm's business development efforts, can be a somewhat lengthy journey. Soo... how could you fast-track it?
Listen to Ash and Flo discuss the journey, its usual stages, and what to do during which to get to where you'd like to be much quicker.
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro vo
S8E2 - Bizdev magic
A lot gets said about "BizDev," but much of it comes in the form of tactical tips. Surely, there must be a comprehensive strategy and method for it, too? We asked Costas Papaikonomou, who recently wrote a book about both. His central hypothesis: Talk to lots of people over decaf, and often!
Episode guest: Costas Papaikonomou, co-founder, Happen, and author of - among other things - "The Magic Ing
S27E2 - Increasing engagement
Unhappy with the business results you got from your firm's content marketing efforts in 2023? Well, then, this is the episode for you! Listen in to hear Ash and Flo discuss where firms tend to go wrong with their content and what they could do to fix it. Includes examples!
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
S27E1 - Dressing windows
Does your firm market all its greatest thinking? Or does it keep some stuff not just in the back of the shop? If it's the latter - consider bringing some of it not just into the store but right up in front and into the "shopping window," i.e., your marketing, where everybody can see it right away... Uh, we'll explain:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.c
S26E5 - Reviewing ’23
Let's close the books for '23, shall we? (Ash and Flo discuss the year and share some podcast metrics to prove how kind y'all have been to us. Thanks for listening!).
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. get the shownotes for this episode at unbillable-hrs.com
S26E4 - Multiplying BizDev
Here you go, friends: A Christmas Episode (so to speak)! Well, ok - we're not talking about Santa, but about Marketing as a "BizDev multiplier"... and explain why the discipline works in this way. But hey - maybe you can listen to it in a festive spirit? While saving the last PowerPoint decks before signing off?
We sure hope you get to sign off... eventually. Happy Holidays, and thanks for sticki
S26E3 - Growing further
Consultancies grow through "stages," just like every other business. But which stages exactly - and how should firm marketers behave during each? Ash and Flo discuss with Joe O'Mahoney, Prof. of consulting at Cardiff Business School, author, and consultant to boutique firms.
Episode guest: Prof. Joe O'Mahoney, joeomahoney.com
Voices, production, etc. by Ash and Flo.
Creative and design advice by @
S26E2 - Getting listed
"Why don't professional services firms win work?" Turns out this question - which is (almost) the title of a recent thinkpiece by research firm Source Global - has a lot to do with "marketing"... and Ash and Flo discuss why in this episode.
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pleas
S26E1 - Becoming partner-able
Whether your firm is considering partnering with another vendor or it's pushing to "rise through the tiers" of an existing partnership: You'll likely get asked a few questions about how marketing might help to make the consultancy a more valuable partner. Well... we've got you covered (of course)! Because Ash and Flo spoke to Leahanne Hobson, channel partnership expert, who shared many a great ins
S25E4 - Auditing comms
As we inch closer to the end of the year... how about you review ALL your firm's comms to clients? Like... all of it. No, really - it's a great idea. Let us explain!
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Please find the shownotes to this episode at unbillable-hrs.com.
S25E3 - Offering sets
We've discussed "offering development" before, but, since it's so important and all that, we'll discuss it again - and share a dedicated framework for developing entire sets of offerings which, it just so happens, is super-conducive to marketing effectiveness. Enjoy!
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music
S25E2 - Leveraging AI
Allright, so you've played around with ChatGPT, and even installed Discord to get to test Midjourney - but you're still unclear how, exactly, AI might help you with consultancy marketing in serious ways? Then listen to Alastair McDermott tips for practical, no-nonsense ways of leveraging the tech.
Episode guest: Alastair McDermott, founder, The Recognized Authority
Voices, production, etc. by Ash
S25E1 - Building trust (with strangers)
We’ve previously referred to consultancy marketing’s key objective as “building trust with strangers,” but, uh, didn’t really answer the question how, exactly, you’d go about doing it… which is a miss this episode will fix: Ash and Flo speak to “The B2B Marketer” and consultancy marketing expert Martin Williams, who has the very framework you’ll need for getting the job done: the “Pyramid of Trust
S24E5 - Productizing services
Has your firm "productized" its services yet? If not, then this episode will hopefully change that - because our guest, Luk Smeyers, explains not only why you should do it and to which ends - but also shares tips for getting started:
Episode guest: Luk Smeyers, founder, The Visible Authority.
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceo
S24E4 - Communicating value
It's funny, isn't it? Consulting, as an industry, is all about "creating value" - and yet, so many firms struggle with communicating what, exactly, they mean by it. Let's try and fix this with a single episode of this very podcast, shall we?
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls.
S24E3 *Minisode* - Planning properly
We're sorry... did someone just say their firm's marketing planning "s#cks?" No biggie, friend - we've got you ... with this minisode and the planning framework within:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
S24E2 - Creating PoVs
Does your firm have a "Point-of-View?" No? Or: not sure? Well, then it's high time we change all of that - starting with this very episode: Listen to Ash and Flo explain what a "PoV" is, why you need one, and how to create yours:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. find the sh
S24E1 - Measuring TL success
You've spent all this effort on your firm's thought leadership efforts... so what did you get in return? Here's how you might get to an answer:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. find the shownotes to this episode at unbillable-hrs.com
S23E5 - SLA’ing marketing (or not?)
Whenever there are alignment issues between marketing and "the business" in a consultancy, marketing should work to fix them. But how? Ash and Flo discuss their views (and potential solutions) in this "workshopping" episode:
Voices, production, etc. by Ash and Flo.
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. find the showno
S23E4 - Visible experts
Imagine all your firm’s subject matter experts were, like, really visible and influential online. What would that do for your clients and your firm? Oh, and, more importantly: How could you make this vision a reality? Flo asks Liz Harr from Hinge, who just co-published a book about these very questions.
Episode guest: Elizabeth Harr, partner, Hinge.
Voices, production, etc. by Flo (Ash wasn’t in
S23E3 - Finding flaws
Still not happy with your consultancy's marketing performance? Then follow Ash and Flo along the causal chain of issues causing your pain - in this full-fledged "causal chain analysis" where, when, and how professional services marketing breaks down.
Voices, production, etc., by Ash and Flo
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamtheda
S23E2 - Predicting outcomes
We're revisiting all things KPI, targets, and measurement in this one... and Flo and Ash share their method and model for building a dashboard that will enable you to predict and report on business outcomes.
Oh, and a note: DO make sure to grab the shownotes on unbillable-hrs.com ... they come with a fully editable PowerPoint including the model Ash and Flo discuss here, plus a collection of Benc
S23E1 - Rethinking content
Flo recently hopped onto Alastair McDermott's "Recognized Authority" podcast to discuss some fresh ideas for consultancy content creation - here's the replay for you:
Check out the Recognized Authority Podcast here!
Voices, production, etc., by Alastair McDermott
Creative and design advice by @calmar.creativ
Into, outro voiceover by @iamthedakota
Music also by @iamthedakota
Pls. find the shownotes
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