unbillable hours - a podcast about better professional services marketing

C2E26 - AI in consulting - exploring best practice (feat. Michael Boham)

06 Mar 2026

Contributed by Lukas

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: QVA...

C2E25 - From service to program - how to package consulting capabilities for greater impact

23 Jan 2026

Contributed by Lukas

Sure, consulting services are great. But you know what's even better? Consulting programs! As in: Outcome-focused, time-boxed, and IP-supported bundle...

C2E23 - When and how to introduce your firm's services (without losing the plot)

16 Jan 2026

Contributed by Lukas

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: T...

C2E23 - Consulting's 2025 - a year in review with Jeff McKay

12 Jan 2026

Contributed by Lukas

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 an...

C2E22 - Consultancy positioning in the AI era

05 Dec 2025

Contributed by Lukas

Nah ... AI isn't going to kill consulting. But it'll certainly change the sector ... especially by influencing perceptions and expectations. So, how c...

C2E21 - Your consulting proposition's second job: Building client self-confidence

21 Nov 2025

Contributed by Lukas

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...

C2E20 - Frameworks That Work: Designing Your Consulting IP with Charlotte Crowther

19 Sep 2025

Contributed by Lukas

Some frameworks just sit in decks. Others do real work. They spark interest, guide delivery, and help consulting firms stand out with confidence... a...

C2E19 *Replay* Making rain (differently)

12 Sep 2025

Contributed by Lukas

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 f...

C2E18 - From proposition to thought leadership: How to plan consultancy content

05 Sep 2025

Contributed by Lukas

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 s...

C2E17 - Everyone Sells: How to build your firm's holistic sales capability

27 Jun 2025

Contributed by Lukas

You’ve nailed your value proposition—now what? In this episode, we show how consultancies can embed business development capabilities across the w...

C2E16 - Why "cold outbound sales" don't work in consulting (and what to reach out instead)

20 Jun 2025

Contributed by Lukas

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...

C2E15 - AI and advisory - some notes

06 Jun 2025

Contributed by Lukas

We pause our strategy guide curriculum for a bit of news-related coverage - and have Ash and Flo review the new "Trends - Artificial Intelligence" rep...

C2E14 - Acing case study creation

23 May 2025

Contributed by Lukas

Ah, yes: Case studies - the workhorses of consultancy business development! So important to prove you can deliver your proposition! And yet, often in ...

C2E13 - "Stacking" propositions for a multi-service firm

09 May 2025

Contributed by Lukas

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 se...

C2E12 - Competing (and winning) against bigger firms

02 May 2025

Contributed by Lukas

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—ag...

C2E11 - Positioning, productisation and pushing boundaries with Florian Heinrichs (Consultancy Edge re-broadcast)

11 Apr 2025

Contributed by Lukas

Surprise episode! For this one, we'll break from our pre-planned curriculum of "how-to" episodes to syndicate a conversation between Total Growth Owne...

C2E10 - Articulating your consultancy's point of view; designing its signature method

04 Apr 2025

Contributed by Lukas

And, here we are: This is the sixth and final episode of our "value proposition design" mini-series introducing the "Value Proposition Canvas" by TheV...

C2E9 - The right way to promise consulting results (Value Proposition Design part 5)

28 Mar 2025

Contributed by Lukas

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...

C2E8 - Describing your clients' needs, struggles, and options (Value Proposition Design, part 4)

21 Mar 2025

Contributed by Lukas

On to the next part of our strategy/value proposition design series: Describing your ideal clients' needs and struggles - or, more specifically, jobs-...

C2E7 - Who are our best clients, really? (Defining your consulting firm's ideal client profile)

14 Mar 2025

Contributed by Lukas

In this episode, we'll dive even deeper into value proposition design ... and discuss the next critical issue: Defining your consulting firm's ideal c...

C2E6 - Why do clients come to us? A quick guide to defining your consulting firm's specialization

07 Mar 2025

Contributed by Lukas

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 ...

C2E5 - How to refine your firm's value proposition (a crucial step towards strategy!)

28 Feb 2025

Contributed by Lukas

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 framewor...

C2E4 - How to prepare your bizdev strategy

21 Feb 2025

Contributed by Lukas

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-se...

*Reupload* C2E3 - What success looks like in bizdev systematization

21 Feb 2025

Contributed by Lukas

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! R...

C2E3 - What success looks like in bizdev systematization

14 Feb 2025

Contributed by Lukas

Ready to systematize your consulting firm's business development inititiatives? Well, let's start you off the right way then ... and discuss objective...

C2E2 - Making the case for systematized business development

07 Feb 2025

Contributed by Lukas

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, i...

S33E5 - A new chapter!

31 Jan 2025

Contributed by Lukas

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...

S33E4 - Recapping 2024 (Partnerships edition)

27 Dec 2024

Contributed by Lukas

In a year where many consultancies struggled, US martech boutique "Stitch" crushed it. Their secret? Intentionally designing a strategy around a singl...

S33E3 - Copying science

29 Nov 2024

Contributed by Lukas

Most consultancies "do marketing" like they think it should be done, which is: as mere promotion. The most successful firms, however, do it differentl...

S33E2 - Regarding AI

17 Nov 2024

Contributed by Lukas

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 - w...

S33E1 - Researching consulting

01 Nov 2024

Contributed by Lukas

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. Au...

S32E5 - Hard parts

18 Oct 2024

Contributed by Lukas

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 ...

S32E4 - Acing LinkedIn-Newsletters

27 Sep 2024

Contributed by Lukas

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 o...

S32E3 - Reducing cost

13 Sep 2024

Contributed by Lukas

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 t...

S32E2 - Promising outcomes

06 Sep 2024

Contributed by Lukas

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...

S32E1 - Taking stands

23 Aug 2024

Contributed by Lukas

Can you position - and then successfully grow - a firm by positioning it around a extreme, if not "radical" candor? Nikhil Suresh and his colleagues o...

S31E5 *Replay* - Service websites

16 Aug 2024

Contributed by Lukas

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 i...

S31E4 *Replay* Account planning

09 Aug 2024

Contributed by Lukas

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 ne...

S31E3 - Fixing workshops

02 Aug 2024

Contributed by Lukas

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 Mesoz...

S31E2 - Increasing success (Deltek webinar replay)

26 Jul 2024

Contributed by Lukas

Keen for some practical tips for improving your firm's business development AND delivery success? Then listen to this replay of a recent Deltek webina...

S31E1 - Rethinking productization

19 Jul 2024

Contributed by Lukas

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...

S30E5 - Stacking propositions

12 Jul 2024

Contributed by Lukas

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 ev...

S30E4 - Structuring know-how

05 Jul 2024

Contributed by Lukas

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 you...

S30E3 - Tweaking messaging

14 Jun 2024

Contributed by Lukas

Ash and Flo discuss a recent think piece from Source Global Research, pointing to interesting changes in professional services buyers' spending patter...

S30E2 - Formalizing methods

01 Jun 2024

Contributed by Lukas

Sure, your firm has frameworks - but does it have a "signature methodology," i.e., a proprietary process designed to help educate prospects and struct...

S30E1 - Leveraging feedback

24 May 2024

Contributed by Lukas

Have your value prop, signature method, and offerings defined (as per our earlier episodes)? Great, congrats! Then you're ready to keep improving ever...

S29E5 - Shaping PoVs

17 May 2024

Contributed by Lukas

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...

S29E4 *BONUS* - Behind the scenes

15 May 2024

Contributed by Lukas

Ever wonder how we're producing this humble podcast? Well, Flo spilled the beans when speaking to John Tyreman over at "Podcasting in Professional Ser...

S29E3 - Segmenting properly

10 May 2024

Contributed by Lukas

"Market segmentation" remains the most under-utilized source of differentiation in all of consulting... So how can you segment properly, and create an...

S29E2 - Going offline

26 Apr 2024

Contributed by Lukas

Is digital marketing really the end-all, be-all of consultancy business development? Our guest for this episode, Interview Valet's Tom Schwab, disagre...

S29E1 - Getting creative

19 Apr 2024

Contributed by Lukas

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...

S28E5 - Effectuating (!) programs

12 Apr 2024

Contributed by Lukas

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 hel...

S28E4 - Categorizing services

05 Apr 2024

Contributed by Lukas

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...

S28E3 *Replay* - Driving change

08 Mar 2024

Contributed by Lukas

How can consultancy marketers make firm-wide change? We asked someone who should know because “making change” is part of their marketing executive...

S28E2 - Professionalizing bizdev (even further)

01 Mar 2024

Contributed by Lukas

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,...

S28E1 - Buying ads

23 Feb 2024

Contributed by Lukas

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 exp...

S27E5 *Replay* - Rethinking content

16 Feb 2024

Contributed by Lukas

Flo recently hopped onto Alastair McDermott's "Recognized Authority" podcast to discuss some fresh ideas for consultancy content creation - here's the...

S27E4 - Professionalizing bizdev

04 Feb 2024

Contributed by Lukas

Improving, i.e., focusing, strategizing, and scaling a firm's business development efforts, can be a somewhat lengthy journey. Soo... how could you fa...

S8E2 - Bizdev magic

29 Jan 2024

Contributed by Lukas

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, t...

S27E2 - Increasing engagement

26 Jan 2024

Contributed by Lukas

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 he...

S27E1 - Dressing windows

19 Jan 2024

Contributed by Lukas

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 s...

S26E5 - Reviewing ’23

29 Dec 2023

Contributed by Lukas

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 ...

S26E4 - Multiplying BizDev

22 Dec 2023

Contributed by Lukas

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...

S26E3 - Growing further

15 Dec 2023

Contributed by Lukas

Consultancies grow through "stages," just like every other business. But which stages exactly - and how should firm marketers behave during each? Ash ...

S26E2 - Getting listed

08 Dec 2023

Contributed by Lukas

"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...

S26E1 - Becoming partner-able

01 Dec 2023

Contributed by Lukas

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 ...

S25E4 - Auditing comms

10 Nov 2023

Contributed by Lukas

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. ...

S25E3 - Offering sets

27 Oct 2023

Contributed by Lukas

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...

S25E2 - Leveraging AI

14 Oct 2023

Contributed by Lukas

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...

S25E1 - Building trust (with strangers)

06 Oct 2023

Contributed by Lukas

We’ve previously referred to consultancy marketing’s key objective as “building trust with strangers,” but, uh, didn’t really answer the que...

S24E5 - Productizing services

29 Sep 2023

Contributed by Lukas

Has your firm "productized" its services yet? If not, then this episode will hopefully change that - because our guest, Luk Smeyers, explains not only...

S24E4 - Communicating value

22 Sep 2023

Contributed by Lukas

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, th...

S24E3 *Minisode* - Planning properly

15 Sep 2023

Contributed by Lukas

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...

S24E2 - Creating PoVs

08 Sep 2023

Contributed by Lukas

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 ...

S24E1 - Measuring TL success

01 Sep 2023

Contributed by Lukas

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...

S23E5 - SLA’ing marketing (or not?)

25 Aug 2023

Contributed by Lukas

Whenever there are alignment issues between marketing and "the business" in a consultancy, marketing should work to fix them. But how? Ash and Flo dis...

S23E4 - Visible experts

18 Aug 2023

Contributed by Lukas

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?...

S23E3 - Finding flaws

11 Aug 2023

Contributed by Lukas

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 fu...

S23E2 - Predicting outcomes

04 Aug 2023

Contributed by Lukas

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 w...

S23E1 - Rethinking content

31 Jul 2023

Contributed by Lukas

Flo recently hopped onto Alastair McDermott's "Recognized Authority" podcast to discuss some fresh ideas for consultancy content creation - here's the...

S22E5 - Wasting (saving) money

21 Jul 2023

Contributed by Lukas

As we're entering planning season, a lot of us are under pressure to "do more with less" next fiscal... so how do we do it? (HOW?!?). Ash and Flo shar...

S22E4 - Acing events

14 Jul 2023

Contributed by Lukas

You'll be planning events for your consultancy, no? Then you might as well go ahead and listen to this episode, where Ash and Flo get some tips for ho...

S22E3 - Observing ’23

10 Jul 2023

Contributed by Lukas

Ding-ding-ding... it's that time of the year! We've officially left Q2 behind and, with it, the first half of 2023. And... uh... where are we now? And...

S22E2 *Minisode* - Getting specific

06 Jul 2023

Contributed by Lukas

"Specificity" is crucial in all things consultancy marketing: Ideal client profiles, firm positioning, service design, messaging ... etc. So, how can ...

S22E1 - Account-based marketing

30 Jun 2023

Contributed by Lukas

If you haven't been living under a rock (or stuck at your desk for this one big proposal), you have heard about "ABM." But what, exactly, is it - and ...

S21E5 -Excelling operationally

23 Jun 2023

Contributed by Lukas

We sure do talk a lot about "systems" and "processes" on this podcast. But today, we'll kick it up to the next level - and discuss "operational excell...

S21E4 - Making change

16 Jun 2023

Contributed by Lukas

How can consultancy marketers make firm-wide change? We asked someone who should know because “making change” is part of their marketing executive...

S21E3 *Minisode* - Quizzing prospects

14 Jun 2023

Contributed by Lukas

Ever heard of a "diagnostic funnel?" It's like one of the old buzzfeed.com quizzes, but better - and for consultancy marketing. Ash and Flo explain ho...

S21E2 - Remodeling marketing

09 Jun 2023

Contributed by Lukas

And here it is (finally, sigh!): In this episode, Ash and Flo present their model for what, exactly, "strategic" consultancy marketing is and how it w...

S21E1 *Minisode* - Planning reactions

06 Jun 2023

Contributed by Lukas

"Ok, what are we doing for Father's Day tomorrow," asks the managing partner for the first time ever as he steps into the marketing office... the even...

S20E5 - Training folks

02 Jun 2023

Contributed by Lukas

Is your marketing function providing in-house trainings to consulting colleagues? If not... you might want to consider changing that. Listen to Ash's ...

S20E4 *Minisode* - Segmenting markets

30 May 2023

Contributed by Lukas

It's still an under-utilized source of differentiation, marketing success, and firm growth: Proper market segmentation. We mean the kind where you DON...

S20E3 - Engaging comms

26 May 2023

Contributed by Lukas

We speak about "stakeholder engagement" a lot on this podcast. And in this episode, Ash and Flo bring it home - to "corporate comms." Listen to hear t...

S20E2 *Minisode* - Mapping content

09 May 2023

Contributed by Lukas

Next up: How to map your consultancy's content to the service buying journey of your ideal clients, and improve the effectiveness of your inbound effo...

S20E1 *Minisode* - Posting effectively

06 May 2023

Contributed by Lukas

In this episode, Ash and Flo chat about the difficulties of getting your organic social media posts to work these days... and then share a framework t...

S19E5 - Repurposing assets

28 Apr 2023

Contributed by Lukas

Need new insights, content ideas - or even content pieces? Don't go off and reinvent the wheel... use the assets your firm already has instead! In thi...

S19E4 - Marketing misconceptions

21 Apr 2023

Contributed by Lukas

We're not saying this is always the case... BUT: Sometimes, when consultancy marketing efforts seem to "not do much," it's not marketing's (or: market...

S19E3 - Justifying investment

14 Apr 2023

Contributed by Lukas

"How can I convince a consultancy exec who 'doesn't believe in marketing' to invest in marketing?" is a question both Ash and Flo are hearing more oft...

S19E2 - ChatGPT etc.

07 Apr 2023

Contributed by Lukas

So, how will generative AI change professional services marketing? We’ve promised to revisit this very question for a while now – and, in this e...

S19E1 - *Replay* 10 capabilities

10 Mar 2023

Contributed by Lukas

Since we, uh... lost our original episode for today (which was all about "misconceptions"), Flo had to go back into the dusty archives and uncover thi...