Editor's Note: This article is the first of a two-part series. In this piece, Marcus looks at how some professional service providers fail to include marketers in the early development of a new service. He then enumerates the advantages of doing so and illuminates the points with several case studies.

"We've developed this new service. Now go out and market it." That's the way it usually works. A group of partners, with a particular specialty, either develops an idea for a new service, for a specific clientele, or decides to institute a new service for the practice.

After the decision is made, and the service is developed, they call in the marketing people and say, "We've developed this new service. Now you go out and market it..." Then they wonder why they so often get blank stares in return.

And the better the marketers are, the more incredulous their reaction will be. Why?

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