Millions of dollars are spent every year by professional service firms to market their services. Newsletters, seminars, brochures, advertising, club and association memberships are all bought and paid for with the assumption that these activities will bring more business to the law, accounting, banking, engineering or consulting firm.

And they do…but only if the contacts and leads these activities generate can be successfully and efficiently converted to new clients that pay fees commensurate with the value they receive.