Marketing Directors: What is Your Job?

This post is directed to the professional marketers of professional service firms. 

Ask yourself:

What is my job?

If you answered anything besides,

To make the phone ring

you are not adding value.  You're just doing "stuff."

I don't care whether there is a separate business development staff or function.  It's your job to market the firm and that means ultimately, to make the phone ring.  You won't be successful if you think that you're in this alone.  No.  You are part of a team and that team consists of everyone in the office. 

As the marketing director, you need to understand what the firm does in a real way and the value it adds to its clients.  You have to keep your ear to the ground for opportunities.  You have to always be focused on the top line.  Do that, and you're a partner.  Don't do that, and you're an employee and an expendable one at that. 

Show your value.  Make the phone ring.