Most professional services firms don’t have a marketing problem—they have a positioning problem. In this episode of The Value Factory Podcast, Nick Anderson sits down with Kerrie Luginbill, Partner and Chief Growth Officer at OTM, to unpack why broad messaging kills growth and why trust—not tactics—is the real driver of demand.
Kerry breaks down how founders dilute their message by trying to speak to everyone, why marketing “experiments” fail without strategy, and how weak positioning leads to stalled pipelines and slow decisions. They dive into niche strategy, go-to-market separation, category selection, and why professional services aren’t sold—they’re bought based on clarity and credibility.
This episode is a masterclass for founders and leaders who want inbound demand, shorter sales cycles, and a business that doesn’t rely on them being in every sales conversation.
