Case Studies

A ServicesRevenue Business Case.

A light on Frank Akamura’s phone is blinking persistently. On another line, Frank listens as his division vice president asks him to assign his lead consultant to a new project with a new client in a new market. As soon as his boss pauses to breath, Frank explains Jimmy Fiche, the lead consultant is holding on the other line with a request from a long-time client to initiate a new project. Keeping this client satisfied is such a high priority that both men instantly recognize the problem they now face.

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Relevant Links

If Jim can get senior-management support and they are willing to invest in the short run, then he may have a 70% chance to deliver the margin target of 40%. Jim is going to have to migrate to a more leveraged business model and take action on a number of fronts.

A ServicesRevenue Business Case

Leaving the CEO’s office following his regular one-on-one meeting, Jim Kemper wondered why he didn’t just resign on the spot! He presented what he thought was a good argument for why it is unrealistic for his boss to expect him to deliver 40% margin in year one. As he staggered back to his office, he replayed in his mind the entire meeting and the arguments he just presented. He was hoping he could catch errors he may have missed.

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links The answer should be “yes”, if: 1) the media is suitable. Since each sector of professional services is very niche, the campaign must be precisely targeted. Context and readership demographics must fit. Potential clients need to be predisposed to buying the advertised service. Example: If you are targeting executives, Forbes magazine may be attractive at first glance, since executives make up the majority of its readership. However, for a specialized service firm, the context is too broad to lock audience into the right frame of mind. Publications by professional associations may work better.