By Lyne Noella
Get a group of professional services marketers together and what do you hear? You might hear that someone just returned from a terrific wine-tasting trip in the Napa Valley. Another one is planning to get married. Yet another marketer is creating her own line of jewelry. When the talk turns to professional issues, however, the discussion often leads to a single question: How do I gain credibility in the eyes of the partners?
Although the marketing professional is a fairly new addition to the professional services firm environment, there is a reason why the marketer is here to stay: marketing provides an important competitive advantage.
With each passing year, services professionals perceive that a crackerjack marketer enhances a firm's visibility, image and bottom line. Many freely admit that they do not understand marketing and want the help of a professional.
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