Marketing and business development for expertise-driven businesses.

I help organisations 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 product or service, entering a new market or pursuing a growth priority without a clear plan.

  • We have important client relationships and target accounts, but no practical plan for developing them.

  • We have useful insight or a senior appointment that should be starting client conversations, but isn’t.

  • We are busy with marketing and BD, but not focused on the business we most want to win.

  • We need practical support to develop opportunities and follow through on client conversations.

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

Your outcomes

Growth does not come from more activity alone. It comes from clear choices about where to focus, an offer people understand and consistent follow-through.

1. Win more from priority clients and markets

Choosing which clients, sectors and opportunities deserve the effort, then building practical plans around them. That can include account planning, client listening, pursuit support and clear ownership for following opportunities through.

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 people can use with clients. The test is simple: the people selling it 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 with business owners, partners, commercial leaders, and marketing and BD teams. It might be a focused project, interim cover or a few days a month alongside your team.I start by understanding what you are trying to achieve, who needs to be involved and what is holding it back. Then we agree where to focus, what to stop and what needs to happen next. I stay involved long enough to turn the plan into useful action.

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 led marketing and business development for BDO’s Audit and Public Markets practice.My background is in professional services, but I also work with specialist B2B businesses selling services, solutions and technology. The common challenge is making a strong offer clearer, focusing effort where it matters and turning market activity into useful client conversations.

© Tom Horigan 2026. All rights reserved.

What are you trying to achieve?

If there is a client, market, product, service or growth priority that needs more focus, get in touch. A short conversation is usually the best place to start.