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What To Look For In A Marketer

Accounting and law 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.

While the skill requirements vary from firm to firm, there are three characteristics all firms should look for in 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 potential hire demonstrates an innate optimism and intestinal fortitude.

Empathy.

I know technically outstanding marketers who can create strategies in their sleep, manage databases with one finger, and develop award-winning ad campaigns on a lunch napkin. But they don't really understand how it feels to be a CPA or lawyer who has no training in business development and is being asked (or required) to embark on such an effort. The most successful marketers I know can sense and address the emotions involved in helping professionals and firms change and grow.

One final thought: don't assume that anybody with a liberal arts degree and a great smile can be a successful marketer. Treat the hiring process with the same seriousness you would for a CPA or lawyer, and you are far more likely to make the right choice for the long term.

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