I remember when, as a newly promoted marketing manager, I was asked to educate the technical staff members of my firm about marketing professional services. I worried for weeks that I was going to disappoint the principals of the office that had entrusted me with the training necessary to expand the firm’s army of rainmakers.

However, once engaged in the training session, I realized that the technical staff, including seasoned project managers, were grateful for every ounce of wisdom and enthusiasm I was able to offer.

As we all know, they had not been formally educated in the marketing arena while studying physics and structures. Yet, every firm now relies on these individuals to move the marketing efforts forward in order to keep the doors open.

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