The question.

• Jurisdiction: United States
• Date: 01 May 2013

"A senior partner commented to one of my staff members that our department adds no value and just does busy work. How can we demonstrate our value without sounding self-serving?"

[ILLUSTRATION OMITTED]

Carmen Grossman

As recruiters, we know that marketing professionals often feel undervalued. That perception grew during the recent downturn. although marketing provides an important strategic function, marketers have been so busy marketing for their firms, they haven't always had time to market themselves. As a result, there may be partners inside the firm who don't understand how marketing activities contribute to the firm's bottom line.

Marketing professionals must become comfortable with metrics and quantify activities that lead to business. For example, maintain a value chart of activities.

In addition:

* Treat partners like they are your clients.

* With the managing partner's overall vision of the firm's growth, take more of an active role in developing strategy, not just execution.

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