This paper presents findings of a review of over thirty case studies of field level experience in promoting market orientation in agricultural advisory services. This study was carried out by the Neuchâtel Initiative (www.neuchatelinitiative.net), an informal network that has been working with advisory service policy reform for the past twelve years. Advisory services are starting to respond more effectively to the needs of farmers and other value chain actors as they adapt to market demands. Despite significant progress in analysing and understanding how to respond to markets, sustainable enhancement of the capacities of the rural poor to benefit from markets will require a more focused and consistent approach. It is particularly important to critically monitor the outcomes of current pilot efforts in providing quality services and in teaching different rural clients.