Michelle had always been the one who could build a data analytics report from the business-development team and see the exact lever that could unlock seven-figure wins. At the regional accounting firm where she’d spent twelve years in the marketing department, partners leaned on her to build educational programs, track prospecting activities, win/loss analysis and patterns, design go-to-market strategies and orchestrate cross-selling initiatives that turned tax-season leads into year-round advisory retainers. She was the B2B marketer all partners, managers and associates went to discuss their ideas, plans and passions.

But…after one too many strategy initiatives were applauded then archived quietly and as her departmental resources were being ‘temporarily loaned’ to clients, Michelle realized:

Why should I continue putting cash into the partners pockets, when I can get paid for the impact I can make with B2B companies as a consultant?

Although that sounds like a lovely vision, Michelle didn’t come to the conclusion on her own. When she arrived back from an extended Labor Day weekend over which she had done a lot of contemplating her next move; she decided to give her 2-weeks’ notice. Once she told her boss…she prepared to inform her network via email. Within minutes, she was approached by a large banking referral source who asked to sit down with her. She had no idea how he could help, but he immediately insisted she become a consultant – not knowing exactly what or how she could do that, he had quickly convinced her to consider taking a leap into owning her own business!

So… after only a few days and many hours researching what a marketing consultant is… on a chilly November day in 2010, Michelle opened a blank doc and started writing her own business plan identifying Step 1: Define Your Niche and Expertise: Find Your Sweet Spot.

Michelle listed her superpowers: conducting surveys and analysis, planning educational and networking events, devising and implementing niche-building, partner guidance and assistance, and practice growth strategy. From coordinator to manager to director, her career path had blossomed, and she was ready to take on the B2B world.

Working with professional service firms who were relationship-driven, niche-obsessed, and desperate for predictable revenue— she knew she had found her home. She began by reaching out to 20 colleagues on LinkedIn – setting meetings and explaining her vision to her colleagues and friends.

Gaps were identified. Weaknesses appeared clear. But in the end her niche chose her: A B2B marketing professional offering to build analysis, generate strategic revenue-growth, and implement high-impactful initiatives for her clients.

The strategic overview was clear, then unclear, then clear again… Michelle began documenting (not really a plan at this point, just more thoughts written down). After many adjustments and iterations, it turned into her strategic marketing plan which included:

• Mission / Vision
• Company Purpose
• Core Value
• Focus Areas (what differentiated her)
• Target Markets / Audience Personas
• Service areas with introductory prices
• SWOT analysis
• Key clients / relationships she desired
• Her 3-year goals
• Outcomes / Key initiatives to achieve her 3-year goals
• Financial revenue and key outcomes

She printed out the ‘draft’ (because she has never really felt it was something to be finalized) 2-page document and pinned it above her desk. Her path was visibly clear, now onto the boring, yet interesting, structure set-up items!

Michelle decided on her company name: Marketing with Class, LLC and secured her LLC status via the state website, while listening to an inspirational podcast about entrepreneurship (another subject she didn’t know much about until now).

1. LLC created / form submitted: check.
2. Business checking account opened: check.
3. EIN secured: check.
4. Professional liability insurance exploration: check.
5. Securing her CPA and discussing deductions for the business: check.
6. Real, entrepreneurial adulting: ACHIEVED.

Michelle commissioned a sleek logo thanks to a former designer she had befriended — a red circle (color of passion) with a C depicting the classy type of marketing she’d provide — along with a tagline sharing her process: Analysis * Strategy * Impact. Steps to further building the brand included:

• Creating her first WordPress Website
• Drafting her first blog: How to Segment Your Email Marketing Lists (an issue many of her clients faced, as they had never performed targeted marketing before)
• Updating her LinkedIn banner; profile; photo
• Drafting 12 LinkedIn post ideas to share her new services and educational knowledge to grow her following.

Now it was time for the difficult part, as she’d never set pricing for anything in her career. So here we go:

1. Service list: check.
2. Pricing for each service area: check.
3. Building bundles: check.
4. Creating a pricing sheet: check.
5. Proposal / Contractual Agreement drafted: check.

Once the package was complete, she better understand what her company would do and for whom. She began rehearsing her pitch to highlight but not overwhelm individuals until the story landed like a mic drop. To put it simply, Michelle is a woman of her word, who followed many consultants who did not follow-through, overcharged and left clients hanging out to dry. She was different. She was honest, dependable and promised to do what she proposed.

Michelle’s first client was the accounting firm she had recently resigned from. Why, you ask? Because her boss had approached her and she knew they needed time to find a comparable replacement for her. And, to be honest, with a new business created and no clients, she needed some work to keep her motivated – and what a great reference for her now consulting skills.

Once the first client had engaged with her business development services, she was off and running!

At the end of the first 3 months, her first $10,000 was in the bank, her second client had been secured, and the prospective client pipeline had grown to over 20 companies.

The next five clients came in quickly after she updated and posted on her LinkedIn account – sharing her service offerings with a network who already trusted and adored her.

Michelle was then asked to speak at the AICPA’s annual conference on How Marketers Become Instrumental Inside a CPA Firm. As this time (yes, over 15 years ago), it was about the basics… traditional and ‘some’ digital marketing. Wow, how much has changed!

One year later, Michelle keynoted the same AICPA conference, and even though she was slated to speak at 7 AM on Friday — she watched over 80 attendees flood into her room for the latest update on marketing tactics and strategies for CPA firms.  Her journey as a consultant had been fun, but the real fun was just beginning.

The journey from Step 1 to sustainable consultancy (based on the original revenue goals) only took six months. The secret to success? Who really knows… she started before she was 100% ready but focused on her network and never stopped to count the money. Her strategy was to keep sharing content and her expertise digitally in hopes companies would notice. They did.