Sue-Ella Prodonovich - Principal, Prodonovich Advisory

Sue-Ella Prodonovich is one of Australia’s leading specialists in business development for the professional services and business-to-business sectors. Her clients include some of the country’s - and the world’s - best law, accounting, IT, engineering and architecture firms.

Sue-Ella has more than 20 years senior level experience winning work and growing businesses in these complex industries. Over that time, she has given countless professionals the tools they need to attract and retain clients and build more profitable, more sustainable and more enjoyable practices.

Sue Ella’s Experience

Before starting Prodonovich Advisory, Sue-Ella was Owner of PTB Consulting, a business development consultancy which she built and eventually sold to Crowe Horwath - at the time Australia's newest mid-market accounting and advisory firm. After the sale, she became Crowe Horwath’s Partner, Business Development Services.

Sue-Ella has also held senior roles at other leading professional services firms, including:

  • Director of Marketing, Arthur Andersen, Sydney
  • Director of Business Development & Marketing, Baker & McKenzie, Sydney
  • Senior Consultant, RogenSi.

Involvement with Professional Services Organisations

Sue-Ella is actively involved with many professional services organisations, including serving on the editorial board of the US-based Legal Sales & Services Organisation (LSSO). For more than a decade she was also a board member of Icon (formerly APSMA: the Asia-Pacific Professional Services Marketing Association), and she has also advised ALPMA (the Australian Legal Practice Managers Association).

Sue-Ella has presented at conferences and workshops hosted by each of these organisations, as well as at those hosted by the Australian Association for Consulting Engineers (now Consult), the US-based Legal Marketing Association, The Australian Institute of Architects, and the European Professional Management Network’s Annual Conference.

Academic Career

Sue-Ella is a Vice-Chancellor’s List student, having received High Distinctions in her Bachelor of Commerce degree. Her Post-Graduate qualifications includes an MBA from Macquarie Graduate School of Management.

She has been a casual Academic Lecturer at UTS and is an accredited trainer in sales and presentation programs. In 2010, Sue-Ella delivered The Occasional Address to graduands from Curtin University.

Other Highlights

In September 2011, Sue-Ella was inducted into the Asia-Pacific Professional Services Marketing Association (APSMA) Hall of Fame. The APSMA Hall of Fame recognises people who make a significant contribution to the professional services marketing industry and to the association, now known as Icon.

In 2012 she was invited to speak at the Australian Financial Review’s National Legal Summit on demand side changes for services.

In 2013, she was awarded 'Speaker of The Year' by the Australasian Legal Practice Management Association (ALMPA). In the same year one of her clients won ALMPA's Award for Innovation for the sales campaign Sue-Ella developed.

To further her own professional development, Sue-Ella completed the AICD Company Directors Course and undertook training in London to become a Certified Associate of the Net Promoter ® Client Loyalty Program.

Sue-Ella Prodonovich profile picture