Get an Expert—And Really “GET” Our Expertise

Innovative, practical, 25+ years of guiding revenue growth. Business smart and people savvy, Betsy sizes up situations quickly and offers the experience of an insider and the perspective of an outsider.

Expert Thinking:

A Different Rainmaking Philosophy Built On Success

There was a time in the history of law firms, CPA firms, even business consulting groups, where one very outgoing, charismatic guy had all the connections the whole organization needed. His job (and, yes, he was a he) was very limited in terms of serving clients … all he really did was take potential clients out to breakfast, lunch or dinner, and, after wowing them with charm, signed them up.

Flash forward to today. A single rainmaker can no longer bring in enough bacon, because clients are more focused on substance than style, and expectations for the revenue-generation results of partners are growing every year.

What Matters has the expertise to answer this need. We are full of good news, and good programs for firms and their entire staff. Almost anyone can be a rainmaker. First, they need to realize that both the definition and the approach have changed. Next, they need to understand that today real authentic rainmakers “sell” in the same way they “serve.”

And, finally, they need to learn, practice and apply methods that will allow them to:

• Identify their own strengths in connecting with others
• Narrow their niche
• Define their ideal client
• Practice finding and then going after potential clients that match that definition
• Have meaningful conversations with those people to explore the possibility of working together
• Ask for the opportunity
• Begin “formal” service, by signing essential documents and starting strong

What makes someone an expert?

Prolific sales and marketing author and speaker Bob Bly uses this mathematical formula:

Expertise = (E + K) x (C + C)Expertise = (experience + knowledge) x (communication + curiosity) Get it?

Now get this—here is what you get with What Matters and Betsy Buckley:

• Experience: 10+ years generating revenue as a commissioned sales professional and sales manager, plus 8 years as a global Chief Growth Officer and 12 years as consultant, coach and trainer helping clients generate more than $300,000,000 in new revenue. Want to know more? Read Betsy’s robust bio.
• Knowledge: Undergrad at St. Norbert College (economics); graduate education (ABD) in Urban Economics and Planning. Executive Education programs in sales and marketing at Wharton and USC. Executive coach certification from the Hudson Institute (HI) and continuous annual advanced studies at HI. A lifelong learner, Betsy reads—and shares—more than 50 business books a year. A weekly blogger on growth strategy for Minnesota Business she’s also a daily voracious reader of other blogs.
• Communication: A credentialed public relations professional, nationally recognized speaker and frequent writer, Betsy knows how to make messages matter and teaches others how to communicate more effectively. Featured as an expert in Listening Leaders by Dr. Manny Steil Betsy has always been an advocate of “two ears, one mouth.” Her Polish the Diamond™ system (see below) has helped hundreds of executives craft and deliver powerful presentations without writing a speech.
• Curiosity: Betsy is always curious—about ideas, about options, about connecting the dots. Distilled, her curiosity boils down to this: How can her clients best use their strengths to grow and to sustain that growth? What Matters’ EveryDayRain™ system helps emerging rainmakers match their existing strengths with new-found questioning skills. Partners in Rainmaking™ What Matters’ program for teams of noncompetitive professional services partners, transforms novice rainmakers into experts through a series of exercises and practice using strengths, focusing on others’ wants (vs. their own skills) and flexibility. 

An Expert Service: Second Opinion™

While What Matters focuses primarily on making rain, we offer—and guarantee results on—a powerful assessment of your marketing communications.

Here’s why this invaluable assessment can save you money, time and morale. Most professional services firms have someone assigned to marketing. It could be anyone from a new college graduate in communications to a 5- to 10-year experienced marketing person. Often, the marketing person (one, or even a team) is isolated from the strategy sessions of the service providers, which usually results in creating “the marketing stuff” (brochures, websites, seminars) without a bigger picture, perspective and alignment in getting desired results from using “the stuff.”

Our Second Opinion service analyzes current marketing plans (if any), tools and staff, and recommends modifications and adjustments that reduce cost, enhance value and generate more revenue. This combination of coaching, consulting and training increases internal competencies and offers long lasting value.

An Expert At Hiring Professional Services Marketing Directors/Chief Growth Officer

Most professional services firms are filled with professionals from that field. Law firms are 90-95% populated by attorneys; CPA firms are made up primarily with those who studied accounting; engineering practices are filled with engineers. How can these professionals in their own field successfully hire a marketing professional? Here’s what matters:

• Recognize that as professionals in another field, you cannot be expected to know what a good marketing professional is, and who would be the best fit for your company.
• Seek outside guidance (we’d suggest What Matters) in the framing of the position description, required abilities, skills and knowledge, and expected results.
• Use that outside expert to collaborate on the search, screening and initial interviews.
• Invite the outside expert to serve as the translator and mentor for the first 3-12 months, making sure the marketing professional learns how to work in your environment and understands your language.

The average tenure of a marketing professional inside a professional services firm ranges from 11-21 months. Revolving doors don’t make for powerful results, nor happy partners.

If you’d like to stop this cycle and build a positive, professional approach, we’d like to help.

We know what matters when building a successful business and that includes hiring the right person for marketing your firm.