HORIGAN

Marketing and business development for firms that provide complex expertise.

I help professional-services firms turn what they know into client conversations and winning work.

  • 20+ years in professional-services marketing and BD

  • Fellow, Chartered Institute of Marketing

Where I tend to come in

  • We are launching a service or entering a new market and have no plan for taking it to market.

  • Our biggest clients deserve more attention than they get.

  • We published a report or hired a senior partner and nothing followed.

  • We are busy with marketing but cannot say what it has won us.

  • Opportunities come in and nobody follows them up.

  • We need senior marketing or BD support and are not ready to make a permanent hire.

Your outcomes

Many firms are not short of expertise. They are short of a clear way to take it to market, or a senior person with the time to make it happen.

1. Win more from priority clients and markets

Deciding which clients, sectors and opportunities deserve the effort, then building a plan partners will actually follow. In practice that means agreed priority clients, a clear view of what each one needs from you, and clear ownership for taking each plan forward.

2. Make complex offers easier to understand and buy

Working out what the offer is, who it is for and why it matters, then building the messaging and materials partners can use in a room. The test is simple: a partner can explain it in two minutes, and a client can see why it matters to them.

3. Give the right people a reason to get in touch

Reports, launches, events and thought leadership with a clear purpose, and a plan for what happens when someone responds. That means deciding in advance who follows up, with whom and by when, so that interest turns into a conversation.

How I work

I work directly with partners, commercial leaders and marketing teams. It might be a focused project, interim cover, or a few days a month alongside your team.You work directly with me. I advise, and I also deliver.

Built from the inside of professional services.

I'm Tom Horigan. I have 20+ years in marketing and business development, almost all of it in professional services. Most recently I was Global Sustainability Marketing Lead at Deloitte. Before that I worked in Audit and Public Markets at BDO.I start by sitting down with the partners involved to find out what they are trying to win and what is getting in the way. Then I work with them on the offer, the plan and the materials until the work is out in the market and starting conversations.

© Tom Horigan 2026. All rights reserved.

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