What to look for in a marketer.

• Author: Guillemette, Melinda

Many CPA firms employ marketers to help develop business. Many such arrangements are successful. Some are not. Melinda Guillemette, a marketing consultant to professional services firms, based in Corrales, New Mexico, offers some guidance that can give your firm insight into why these relationships are productive or not. Her guidance can also help you to recruit the right marketing staff. Firms that feel they're too small to afford a marketer can use this guidance to help select a marketing consultant.

Accounting firms continue to work hard to find the right path for full-time, in-house marketers. Each firm's marketing needs are different. Some may want a marketing powerhouse; others may be fine with a high-level administrative type. The trick is knowing what you need before you begin the search--and certainly before you extend an offer.

Although the skill requirements vary from firm to firm, all firms should look for three characteristics when hiring a marketer at any level:

* Self-confidence. Without it, your marketing person will be unable to inspire confidence in your professionals to help them achieve their business development goals.

* Optimism. Being an in-house marketer is a very tough job. Be sure your prospective hire demonstrates an innate optimism and intestinal fortitude.

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