The commercial value of research for professional services firms
In this episode of our Future of the Firm podcast, Alison Huntington, Global Commercial Strategy and Insights Leader at Russell Reynolds, sits down with Emma Carroll, Head of Content at Source, to discuss how firms can create true commercial value from their research—both now and in the future.
We consider the following questions and more:
- Beyond the traditional white paper, what content falls under the category of “insights” today?
- In what ways do successful firms use research to create value for themselves and their clients?
- What examples are there of this being done well?
- How do the marketing funnel and mapping the customer journey come into play?
- What are the biggest mistakes firms make when trying to commercialise their research?
- With AI changing the game, how will the role of insights and research evolve in the coming years?
If you are a professional services leader looking to ensure your insights are not static but instead drive revenue, this conversation is for you.
If you enjoyed this conversation, don’t miss our sister podcast, Business Leader’s Voice. In a recent episode, we talked to Ahmed Abdel Wahab, General Manager for India at Mars, about what it takes to be a truly authentic leader today, particularly in a time of volatility.