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We Meet in the Middle


About five years ago, Winsper looked into the future and realized that mid-sized clients ($500M-$3B) that required marketing transformation and leadership were being underserved by the very largest management consulting firms. These clients require a blend of strategy plus nimble execution, supported with a foundation of proper big data analytics to measure marketing’s performance.

Recently, I was interviewed by Ascent Advisors on our strategy and approach as we transformed our company. We merged the quality of a business and marketing strategy of a consulting firm to help lead our clients’ business, and combined them with a host of customer engagement executional capabilities.

We also wrapped our services with analytical capabilities, adding a technology business called Black Ink that built a SaaS offering for measuring, monitoring, and improving marketing ROI. Our legacy as a full-service agency helped informed our approach.

Interestingly, Forbes published a recent article discussing how the largest consulting firms are now merging into the agency business – same idea but from the opposite direction. This is good news for Winsper, as it validates our business model and we still know that they will continue to focus on only the largest of enterprises, not the mid-market.

So I guess the category mash-up keeps the middle a fertile ground for us, and maybe once and awhile the big boys will realize big isn’t always better.

By Jeff Winsper

Jeff is the President of Black Ink and offers more than 20 years of leadership experience in marketing, serving companies ranging from Fortune 500 to start ups.

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