By Suzanne Lowe
In my writing and speaking, I've begun calling for the function of Marketing to make a deliberate shift in professional services firms of the future. Marketing should become more ingrained in the leadership of professional firms in the future, and more effective both inside and outside of a firm. Some of the shifts I hope to see are, I believe, already underway. Here are some of my hopes and predictions…
1) Marketers will have more academic credentials.
The other day, I reviewed the biographies of several professional service firm CMOs and senior marketers. Most had been promoted from tactical marketing communications positions within their or other firms. Most had college degrees; a few had master's degrees, often in communications or journalism. A significant minority had MBAs or other business degrees, with formal education in business practices relating to finance, operations management, or technology.
My Marketing Prediction: The PSF (Professional Service Firm) Marketing function of the future will increasingly be led by professionals who have formal business education, most likely at the master's degree level.
Want to read more?
Become a Member – It’s FREE!
This article, as well as many others by well-respected marketing, sales, and service business experts, is free to members of RainToday.com.
Sign up for a free membership today and receive:
- Access to our library of articles, case studies, and interviews
- The Rainmaker Report weekly e-mail newsletter
- A free electronic copy of Master Rainmaking Conversations