Marketers require a different set of skills to succeed in professional services. They must be accustomed to ambiguity, change and the client service culture. They have to know how to market to client business needs rather than product features. And they need to win decisive action and results without depending on their rank. Makewaves cuts through the field’s confusion and jargon to help you find these practitioners and transform your firm’s marketing efforts into a sleekly functioning center of excellence.
Marketing isn’t a profession in the sense that an established third party exists to validate that someone has a basic level of competency. At the same time, talent is critical and the field is full of complexity. Makewaves knows the basic skills, duties and approximate compensation for each position a professional services firm might need. We work with you to document these.
A competency model describes the proficiencies people in specific roles must have in order to achieve the results you need. Proficiencies includes skills, talent, and behavior. We help you determine these characteristics for each role and career level in your marketing organization so you can evaluate performance in a fair and consistent way.
Of course any organization is more than just lines and boxes, but if you’re designing a team from scratch it helps to know what works for others. By adapting what we’ve seen in global firms, Makewaves can create an operating model with the roles you need plus processes that efficiently leverage marketing resources across your commercial practices.
Professional services marketers are harder to find than their colleagues in product or consumer-oriented businesses. And even if you do find qualified candidates, it can be difficult to assess competency and fit. Makewaves assists you and your HR team in determining what your firm needs in a marketing hire. Then we identify the candidates who speak your language and know how to get things done in a professional services environment.