A couple of examples that, for me, cut to the heart of why consultancies should be encouraging, or at the very least allowing, employees to directly communicate with the market.
The first example is Jupiter Media: JupiterResearch Blogs Reap Business.
Our JupiterResearch team has been writing blogs for close to two years (JupiterResearch was the first Research company to offer blogs). Readership has grown dynamically (Close to 70,000 page views per day). And we now have several cases of gaining sales leads as a result of a reader becoming interested in our research because of being impressed by analysts' comments.
The other example is a post I made yesterday talking about Conchango - an IT consultancy. The problem I've always had with consultancies is that you often meet slick and sometimes even smart people during the initial sales process - typically partner/director level, or dedicated sales - but it's hard to get an idea of the quality of people that will actually deliver the work.
With employees blogging, suddenly there are real people, talking about stuff that interests them. Passion and knowledge become evident, and not in a plastic pre-sales environment. As long as you've got good people how can that not be good for business ?
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