Service marketing’s role is to identify target markets and clients and position the firm and its solutions while supporting the sales team with lead generation and client reference building activities.
SPI recommends organizations start with service marketing – building a compelling website, an effective online presence and brand, creating lead generation campaigns, social marketing, sales tools, service descriptions/packages and value-based presentations. These will add value individually and collectively to build both pipeline and brand recognition.
After the organization gains some success and traction, it’ll be in a better position to tackle lifecycle management – which not only involves sales and marketing, but also product management and service execution.
