IMC January 2012 Newsletter
Posted on January 19, 2012 by marthaspelman | Leave a comment
In this Issue:
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Letter From the Editor
Chapter Breakfast Meetings
Save the Date: IMC SoCal Evening Meeting March 20, 2012 Speaker: Mark
Goulston, M.D.
IMC SoCal Member News
IMC SoCal Chapter News
“Get to Know…” Jim Ayers
Special Feature: IMC SoCal’s “Social Media Source”
Wanted: IMC Volunteers
Next Newsletter Deadline
Posted in Newsletters
Tagged Certified Management Consultant, CMC, consultant, education, IMC, IMC SoCal,
IMCSoCal, Institute of Management Consultants, Los Angeles, Management Consulting
Association, Networking, organization, Southern California
Letter from the Editor
Posted on January 19, 2012 by marthaspelman | Leave a comment
Happy New Year!
Here’s hoping that 2012 is starting off strong for you. There have recently been some positive
economic indicators which may help sway sentiment towards companies increasing and, in turn,
hiring consultants.
IMC SoCal continues to offer the educational component of its overall mission via the LAX,
SFV and OC breakfast meetings. To find out more, please visit new local IMC website
(http://www.imcsocal.org) which allows members and those interested in IMC to more easily
find IMC SoCal online, view upcoming events and keep abreast of important IMC news!
This month’s newsletter, in addition to member and chapter news, includes IMC member’s
“Social Media Source” (a listing of member’s blogs and social media platforms) and a “Get To
Know…” interview with IMC board member, Jim Ayers.
Please be sure to email me any news about your practice – upcoming events, noteworthy
accomplishments, etc. to share with other readers.
IMPORTANT: PLEASE ADD “MAILCHIMP” TO YOUR EMAIL WHITELIST
Be Sure to Join the LA Chamber!: IMC SoCal is also pleased to announce that members may
now join the LA Chamber of Commerce as an Associate Member for only $100. per year. See
below for more information.
Important: Join the IMC Southern California LinkedIn Group and participate in the
discussions – or start one of your own!
– Martha Spelman
Newsletter Editor / Marketing Chair
Contact: Phone (310) 670.5300 or email at martha@marthaspelman.com
Deadline for the next newsletter: January 30, 2011
Readers: feel free to email Martha Spelman with newsletter comments and feedback. They will
be posted with the next issue. Thank you.
Posted in Letter From the Editor
Tagged Certified Management Consultant, CMC, IMC SoCal, IMCSoCal, Institute of
Management Consultants, Los Angeles, Martha Spelman
The One-Page Marketing Plan Workshop
Posted on February 1, 2012 by marthaspelman | Leave a comment
Speaker: Jennifer Beever
Do you have a marketing plan for 2012? Does it have the right strategies, goals and tactics?
Are you executing to the plan?
Don’t miss our February LAX breakfast, where marketing consultant Jennifer Beever will
present her The One-Page Marketing Plan Workshop. In the workshop you will learn practical
strategic planning models to use in your marketing planning, how to set SMART goals, and
which tactics are the best to promote your consulting practice. The workshop includes two group
exercises, and you will leave with at least a first draft of your marketing plan. Attendees will
receive a printed one-page marketing plan to begin filling out during the session, as well as the
One-Page Marketing Plan electronic template.
About Jennifer Beever
Jennifer Beever is a “CMO for Hire” who drives marketing results for clients through both
traditional and online marketing. She’s done search engine optimization, web sites and online
marketing since 1998. In 2009 she became an Inbound Marketing Certified Professional (IMCP)
with Honors Distinction, which only 15% receive. The Inbound Marketing certification
recognizes Jennifer’s knowledge of best practices and processes for email marketing, basic and
advanced search engine optimization, online optimized press releases, Twitter, LinkedIn,
Facebook, blogging, lead nurturing, conversion and inbound marketing analysis. Since founding
her marketing firm New Incite in 1997, Jen and her virtual team have planned and launched
strategic marketing campaigns for hundreds of B2B (and a few B2C) companies worldwide.
Jennifer is a graduate of Pepperdine’s Graziadio Business School MBA program, which she
attended at night while maintaining her status as a top sales rep in the software industry. She has
worked with many B2B companies and organizations, including: IBM, Computer Associates,
System Software Associates, Marcam, Informix, ORACLE, Nissin Foods and the California
Institute of Technology (Caltech) IRC. She got her B.A. at Colby College in Maine.
Jennifer Beever IMCP
CMO for Hire
NewIncite
818-347-4248
www.newincite.com
“Don’t Leave Your Marketing to Chance”
RSVP Via E-mail to Chuck Kiskaden,
LAX Breakfast Chair:
Health Benefits Advisors
chuck@healthbenefitsadvisors.com
C: 949-636-3601
Posted in Events
Tagged Certified Management Consultant, Consultants, events, IMCSoCal, Institute of
Management Consultants, Jennifer Beever, LAX Breakfast, Los Angeles, Management
Consulting Association, Networking, Southern California
Growing Your Practice with Online Content Marketing
Posted on February 1, 2012 by marthaspelman | Leave a comment
With Martha Spelman, Consultant on Marketing, Branding, Social Media Content, and
Public Relations
Thursday, February 9, Mimi’s Café, Irvine, 7:00 to 9:00 a.m.
Using blogs, social media and other online contentto promote your
consulting business is no longer an “if” but a ” when.” While a static website
is your resume, a blog and other online content convey the personality of
your business. Existing and potential clients want to learn about you and
your company, who you are, how you work, about your expertise and
experience, and why they should trust you — and they learn that through
content marketing. How do you come up with ideas for relevant, engaging
content? What’s the best way to present and promote your content? How will
content marketing help you get “found” online?For answers, join us on
February 9, as Martha Spelman, Los Angeles based marketing consultant,
shares her insights on how to build an online content marketing strategy. If
you want to learn what content to present and how and where to present it,
you will definitely want to hear Martha’s presentation. All who sign up for
her blog will receive her “101 Ideas to Blog About.”
If you are a consultant, do not miss Martha’s important practice-building
presentation on February 9. Bring your friends, and be prepared share what
online content strategies have and have not worked for you. This will be a
great opportunity to network with your fellow Southern California
consultants.
About Martha Spelman, Marketing Consultant
Martha Spelman is president of Martha Productions
Artists Representatives and Martha Spelman Consulting, a Los Angeles
based marketing consulting firm which creates innovative marketing
strategies for entrepreneurs and small to medium-sized businesses in the B2B
and B2C arenas. Her business and marketing expertise helps clients
determine their target markets, establish their brands, and promote their
businesses via traditional and online marketing. Her experience includes
starting, running and marketing businesses in the creative services,
consulting and product arenas. She is a seasoned copywriter, blogger, and
guest lecturer on business and marketing at Art Center College of Design.
She is on the Board of the IMC SoCal Chapter and serves as that Chapter’s
Marketing Chair. She is an active member and a volunteer with the LA Tri
Club, a sports club for triathletes. She is currently training for the 2012 Los
Angeles Marathon.
Good Location, New Expanded Menu, Easy Parking: Mimi’s Café in
Irvine!
Mimi’s Café is located at 4030 Barranca Pkwy, Irvine, CA 92604, at the southwest corner of
Culver & Barranca, 1-1/2 miles north on Culver from I-405. Map. Driving north on Culver, turn
right on Barranca, then into Mimi’s free parking lot. You will love our private meeting room
with big windows.
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Place: Mimi’s Cafe,
Date: Thursday, February 9, 2012 (2nd Thursday of the month)
Time: 7:00 a.m. – 9:00 a.m.
Cost: $10 for IMC members, $20 for non-members. This includes any choice from the
expanded IMC hot breakfast menu, tax and tip included.
RSVP: Via email to Harald Weiss
All are welcome to our events, not just IMC members. We strive to provide practical practice
building skills for self-employed consultants in all specialties, and to foster networking in a
supportive environment.
IMC OC is the Orange County Chapter of the Institute of Management Consultants (IMC USA),
the national accrediting organization for management consultants. In addition to providing a
wide range of benefits to management consultants, IMC awards the prestigious CMC (Certified
Management Consultant) certification mark.
Posted in Events
Tagged Certified Management Consultant, CMC, events, IMC, IMC SoCal, IMCSoCal, Institute
of Management Consultants, management consultant association, Martha Spelman, Networking,
oc breakfast, Orange County, Southern California
Bolster Your Personal Brand with Guest Speaker Patsy
Cisneros
Posted on February 1, 2012 by marthaspelman | Leave a comment
LAX Breakfast – April 6, 2012
Attend the April 6 meeting with guest speaker, Patsy Cisneros, AICI CIP, the CEO of Corporate
Icon- the image development company.
The topic is: In this informative and lively program, together we will find out how we can wisely
elevate our personal brand so we will (1) Bolster others confidence in us and increase our value;
(2) Reinforce the message of our LinkedIn and CV so that there is no surprise when they meet us
for the first time; (3) Sustain our professional self-awareness and presence which are leadership
competencies expected at our level.
Patsy Cisneros, AICI CIP, is an Executive Image Development Coach and professional speaker
who specializes in training individuals, business groups, and professional organizations to
project the quality of their knowledge, skills and experience – and to project the quality of their
products and services – by the way they look, speak and behave. Her training programs have
been utilized by major corporations’ headquarters such as ADP University; Coca Cola N.A.;
Denny’s Corporation; FedEx USA; Lockheed Martin; and Toyota Motor Sales, USA.
Patsy is a frequent speaker for executive organizations such as the MBA Career Centers of USC,
UCLA, and Loyola Marymount; FENG- Financial Executive Networking Group; ASTDAmerican Society of Training & Development; AMA – American Marketing Association;
Association of Insurance & Financial Advisors; California Association of Realtors; PMI -Project
Management Institute, and the National Association of Broadcasters Educational Foundation.
Her confidential individual coaching clients have transitioned their careers to a higher level in
broadcasting, engineering, finance, real estate, medical, and politics (senators & governors).
Patsy’s firm, Corporate Icon, has been recognized as Top 10 Keynote and Top 10 Training
Companies in the USA by the websites of Business Week, Fast Company, Forbes, Inc.,
Newsweek, and the Business Journal. She is frequently interviewed on television and by news
media for print & online news for her opinion of the image of executives and politicians in the
news. She is the co-author of the image manual: “The Professional Image Toolkit – How to Look
like You Mean Business” and the founder of the Corporate Icon Professional Development
University [PDU]– an intensive executive finishing course.
Posted in Events, LAX Breakfast
Tagged Corporate Icon, events, IMC SoCal, IMCSoCal, Institute of Management Consultants,
LAX Breakfast, Los Angeles, management consultant association, Patsy Cisneros, Patty
Cisneros, Southern California
IMC January 2012 Newsletter
Posted on January 19, 2012 by marthaspelman | Leave a comment
In this Issue:


Letter From the Editor
Chapter Breakfast Meetings







Save the Date: IMC SoCal Evening Meeting March 20, 2012 Speaker: Mark
Goulston, M.D.
IMC SoCal Member News
IMC SoCal Chapter News
“Get to Know…” Jim Ayers
Special Feature: IMC SoCal’s “Social Media Source”
Wanted: IMC Volunteers
Next Newsletter Deadline
Posted in Newsletters
Tagged Certified Management Consultant, CMC, consultant, education, IMC, IMC SoCal,
IMCSoCal, Institute of Management Consultants, Los Angeles, Management Consulting
Association, Networking, organization, Southern California
Chapter Breakfast Meetings
Posted on January 19, 2012 by marthaspelman | Leave a comment
The LAX Breakfast is held the first Friday of each month with the exception of the summer
months or if there is a conflicting holiday. The meeting is held in El Segundo at The Lakes at El
Segundo. Cost – Members: $22.00, Non-Members: $27.00.
For more information, contact: Chuck Kiskaden: chuck@grouphealthbid.com or Elizabeth
Glynn: elizmglynn@gmail.com
The San Fernando Valley (SFV) Breakfast is held the third Friday of each month with the
exception of the summer months or if there is a conflicting holiday. The meeting is held at
Carrow’s Restaurant in Tarzana. Cost – Members: $15.00, Non-Members: $20.00
For more information, contact: Lynda Roth: lynda@ljrcs.com
Posted in Events, LAX Breakfast
IMC SoCal Member News
Posted on January 19, 2012 by marthaspelman | Leave a comment
New book? Workshop? Speaking Event? Award or Accomplishment? Please be sure to send
news about you and your practice to Martha Spelman: martha@marthaspelman.com.
New Member: Jeffrey Fox has joined IMC SoCal.
To view the profile of Jeffrey Fox, please click the link below:
http://www.imcusa.org/members/?id=12517449
Posted in Member News
Tagged Certified Management Consultant, CMC, IMC SoCal, IMCSoCal, Institute of
Management Consultants, Jeffrey Fox
IMC SoCal Chapter News
Posted on January 19, 2012 by marthaspelman | Leave a comment
To get us into the marketing mindset for 2012,
Robert Sax presented “Sell Your Story with a Great One-Sheet” to the LAX chapter on January
6. He explained how to develop a one-sheet that effectively sells the great story behind a
successful business. We learned that a good one-sheet is more than a summary of what you do. It
can also become the basis for other promotional materials, including a website – and can guide
your marketing program.
Robert discussed the importance of taking the time to develop the concept and key message
points of a one-sheet. Although it is a short document, it can take many hours to create a onesheet that effectively sells your niche, your market and your competitive advantage. Other
important elements are testimonials from clients, case histories that illustrate your expertise and
professional graphic design.
Robert also reviewed one-sheets provided by IMC members and answered questions from the
group. It was a lively discussion that gave everyone present some useful ideas for boosting their
marketing in the new year.
If you missed the meeting and would like a copy of the tip-sheet that Robert gave out at the
meeting, email him at robert@saxpr.net.
Posted in Chapter News
Tagged Certified Management Consultant, CMC, IMC SoCal, IMCSoCal, Institute of
Management Consultants
“Get to Know…” Jim Ayers
Posted on January 19, 2012 by marthaspelman | Leave a comment
(This is Part 1 of a two-part interview with Jim Ayers and Pete Crosby,
IMC SoCal Board members and colleagues at CGR Management Consultants)
Forty years service to a variety of industries. Consulting firm affiliations include the following:
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Theodore Barry & Associates (Los Angeles) 1971-1989 (Vice President/Director)
Coopers & Lybrand (LA) 1989-1991 (partner)
Ingersoll Engineers (Rockford IL) 1991-1993 (partner elect)
CGR Management Consultants 1993-present (principal)
Progressed through the traditional consulting route at Theodore Barry: associate – manager –
“partner/director” in charge of a business line. Now independent consultant in the CGR structure.
Author of six books on the integrative discipline of supply chain management including:
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Encyclopedia of Supply Chain Management (editor) due for publication in early 2012.
Handbook of Supply Chain Management, two editions (2001 & 2006). Best-selling
overview and education resource describing skills needed to design supply chains.
Retail Supply Chain Management (2008) a book designed to help trading partners along
the supply chain better understand the economics of the overall chain.
Supply Chain Project Management, two editions (2003 and 2010). Organized step-bystep process for designing and implementing supply chains.
Diverse consulting assignments in manufacturing, healthcare, utilities, and financial
organizations.
BS with distinction from the U.S. Naval Academy. MBA and MS industrial engineering degrees
from Stanford. Naval service in U.S. Navy submarine fleet. Born and raised in Jefferson City,
Missouri.
Describe your consulting business:
A process engineer at heart, have performed profit improvement/industrial engineering projects
in many environments. It never seems to go out of style. Today is no exception.
How and why did you each start your consulting businesses?
I had a double major at Stanford grad school (MBA and MSIE). I interviewed on campus with
Theodore Barry & Associates (TB&A), which was in the consulting business. Ted Barry was an
industrial engineer from UC Berkeley. The firm had a big contract with the U.S. Postal Service
to improve its costs by contracting with IE firms and they needed help.
I was out of the nuclear submarine program in the Navy and hadn’t worked in the business world
so TB&A was my initiation. I loved consulting from the beginning. The firm had a laid back,
SoCal attitude. My buddies at McKinsey and BCG had short careers there; mine was 18 years.
The firm’s business was anything but stable. My flexibility to move between industries and
clients kept me employed – and it still keeps bread on the table.
How did you happen to partner in your business? Describe how you handle various duties?
What are benefits/advantages to working as partners? Any downside?
I joined CGR in 1993, having known Pete [Crosby]for some time. (Who doesn’t know Pete?)
The CGR model is that everyone brings in his/her own business. The affiliation expands the
bandwidth and capacity an individual has available, provides companionship, enables joint
marketing, and provides sharing of expenses. Insurance is a big expense for those of us who have
clients that require it.
Otherwise there is only one rule that is “There are no rules.”
Describe your biggest challenge in consulting and how you met that challenge:
Filling the project pipeline is the biggest challenge. This is a marketing challenge that applies to
both single practitioners all the way up to biggest firms. Consultants have to be tuned into the
market and able to respond to market shifts.
This is a curse and a blessing since anticipation ahead of others can bring a competitive
advantage. Since consulting can be lots of fun and offers a great deal of flexibility, everyone
would go into consulting if clients grew on trees. Paraphrasing Geoffrey Bellman (read his
book), “If it weren’t for the need to market we would be hip deep in consultants, not knee deep.”
When the going got tough, how did you get going?
When I was with a firm, the days were quite full even when the backlog was low –
administration, employees, hiring, seeking out new business, etc. In a practice like CGR I have
turned to book writing to smooth the work load – believing that this activity adds to my
“capital.” And I think that’s true. Each individual should have something like writing to fall back
on that fits their interest and talents. Mine is writing; for others it could be speaking, pro bono
work, volunteering at IMC, etc.
As you look back over your career, of what are you most proud?
Whenever you feel you’ve done a good job and the client appreciates it.
Is there anything you would have done differently in your career?
I turned down a job offer from a national firm to go with a small firm that eventually went out of
business. I think I was ready for entrepreneurship at that point anyway. I still work with the guy
from the small firm who hired me – after 20 years.
What was the best advice you received and from whom?
As an analytical type early in my career (a la Mitt Romney), I was a bit deaf and dumb to
establishing close relationships with clients. My boss at TB&A, Mark Marcussen, provided a
role model for collaborative consulting that I try to employ since the best analysis may go
nowhere unless the client likes and can confide in the messenger (you).
Describe your ideal client:
Someone who I can “partner” with and who I can make a hero in his/her organization.
Describe a recent project (consulting or otherwise):
My colleague at CGR, Keith Kennedy, and I recently completed a management performance
audit at San Francisco MTA (“Muni”). It was a challenge technically and in terms of some
pushback from the client. It is a neat place to go to and we meet the client in City Hall – very
ornate.
What advice would you give to new or established consultants?
Study up on the idea of Activity Systems, a strategy framework from Michael Porter. Every
consultant should have one. It is second and third order activities that will sustain a consulting
practice. Examples: IMC participation, writing books, writing proposals, speaking, networking
with friends, teaching courses, and any other activity that gets you out in the world.
Also, 80% of my revenues have come from referrals by other consultants.
Why do you think clients hire you (what’s the most valuable trait you offer)?
They hire me because someone (another consultant or a reference) recommended me.
What characteristics do you look for in those you recommend to a client?
Someone who listens well. I think the CMC mark is a signal of commitment to the profession. I
do agree that most prospects know what it is.
What characteristics do you look for in those you team with?
The first priority is having the skills on the team that enables us to get the job. So filling out the
skills requirements is important. Otherwise, someone who listens.
How do think management consulting differs today from 10 years ago?
I suspect, but don’t have the data, that it is more fragmented. Technology and the ability to
define one’s own niche has made it possible for really good consultants to survive on their own.
What do you see as the future of consulting (both in regards to skill sets and in what
industries)?
This moves around a lot. To a great degree, there are fads and fashions. Right now, I’m seeing
lots of demand from the public sector to “do more value for money.”
Do you think offering some work – at no cost – is okay? Why or why not? And if so, how
much time?
It will depend on the individual and the situation. I think one should ask for at least a modest
upfront payment even if it’s not a full rate. Big firms and others ask for retainers. One advantage
is that you iron out the obstacles in Accounts Payable that seem to go with every new client.
What do you think is the best way to price consulting work?
One has to go with the market and competitive environment. I have a preference for pricing for
deliverables. But those have to be supported by an hourly rate analysis. One thing you don’t want
to do is lose the trust of the client over money.
When were you happiest in your work?
I still think it’s a kick. Every project or proposal requires a fresh approach.
What’s the magic ingredient for successful consulting?
It’s called hard work – “keeping your in basket full.” Patience is in order as well.
Do you have a hobby, interest or passion, outside of work?
I have a somewhat “OK” golf game. I also like to travel to far off places with my wife Paula; and
I go backpacking once a year in the Sierras.
What value do you think membership in IMC has provided to you?
The ROI is fantastic! Remember 80% of the business comes from consultant referrals.
Any final words of wisdom?
Nope
Jim Ayers can be reached at: jayers@cgrmc.com
Posted in Get To Know, Newsletters
Tagged Certified Management Consultant, CMC, Get to Know Interview, IMC, IMC SoCal,
IMCSoCal, Institute of Management Consultants, Jim Ayers
Special Feature: IMC SoCal’s “Social Media Source”
Posted on January 19, 2012 by marthaspelman | Leave a comment
Support Your IMC Community by subscribing, following and commenting on co-members
social media platforms.
Wondering what other members are doing to build their practices using Content Marketing and
Social Media? Check out the links below to the blogs, Twitter accounts and Facebook and
Google + pages of our members. Like them, follow them, add them to your circles – and they’ll
add you!
Barb Mather: Blog
Martha Spelman: Blog: Marketing Musings + Tips du Jour, Facebook, Google + , Twitter
Jennifer Beever: Blog, Facebook Page, Google +, Twitter
Posted in Special Feature
Tagged Certified Management Consultant, CMC, IMC SoCal, IMCSoCal, Institute of
Management Consultants, member news, social media
Wanted: IMC Volunteers
Posted on January 19, 2012 by marthaspelman | Leave a comment
IMC SoCal relies on the volunteer efforts of its members including meeting and event
planning, SIG operations, Roundtable groups as well as many other positions. If you
would like get involved, please contact IMC SoCal Chapter President, Nick Juarez at:
njuarez@juarezassociates.com.
Posted in Volunteers
Tagged volunteer
Next Newsletter Deadline: January 30, 2012
Posted on January 19, 2012 by marthaspelman | Leave a comment
Deadline for the next newsletter: January 30, 2012
Let us know if you would like to have any material, announcements, or events (either upcoming
or a short recap of a past IMC event) included. We are looking forward to hearing from you. All
materials must be pre-formatted and edited for inclusion (include your name, relevant titles, short
bio and contact info). See example below and send to:
Newsletter Editor / Marketing Chair: Martha Spelman at martha@marthaspelman.com,
Phone (310) 670-5300.
IMPORTANT:
Example of format to submit Announcements, Member or Event News:
Bob Smith will be presenting a seminar entitled “How to Make a Ton of Money” on Saturday,
April 1, 2010 at 12:00 p.m. at Redemption Hall, 1234 ABC Street in Somewhere, CA. The
seminar will be open to IMC Members and their guests. The cost will be $50. for members and
$55. for non-members. Bob Smith is the President and CEO of Tons of Money, Inc., with clients
in the financial, educational and reality TV show industries. Bob can be reached at:
bob@tonsofmoney.com, 310.123.1234.
Posted in Deadline, NewsletterDeadline
Tagged Certified Management Consultant, CMC, IMC SoCal, IMCSoCal, Institute of
Management Consultants