When firms first hired marketing professionals, many believed that their new recruits would assume total responsibility for a necessary evil. Fast forward and marketers are mainly recognised for their contribution to developing a firm’s brand and winning new work.

However, leadership of marketing and innovation correctly remains with firmwide leaders. Why? Because an effective marketing plan has to be inextricably linked to the business plan.

Effective marketing therefore operates at multiple levels:

  • Clarity over the purpose of the firm
  • Alignment of the firm’s marketing activities to its business objectives
  • A brand that is aligned with the way that client services are delivered in practice
  • Promotional activities that engage clients and targets.