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“Nothing happens until a sale is made.” But sales do not happen by themselves and they don’t happen regularly without an enabling context that drives organizational focus and establishes the imperatives to drive transformation. Like all transformative efforts there is no one formula for success but there are basic ingredients common across all successful efforts. We explore key elements associated with establishing the imperatives prerequisite to a marketing and sales focus in a professional services organization and using those imperatives to put in place a transformative vision that becomes a core element of the organization’s culture. Next we explore the elements of organizational focus which are essential for realizing that vision and the tools and techniques that help drive this transformation and institutionalize the marketing and sales-centric focus. Finally, we look at improving, getting the fundamentals right and addressing an ever-changing competitive landscape.