This article, by Principal of Breuer Consulting Group, Mary Breuer, originally appeared in Dogpatch Dispatch as "Why Marketing People Fail."
In many firms, the marketing function is like a revolving door: a new director comes in; the coordinator resigns; the director stays for six months only to leave the AE industry. Two coordinators later, a new director is hired, doesn’t work well with the market sector leaders, and is asked to leave the firm. Pick up any “People on the Move” section in your local Business Times and there will inevitably be the smiling face of a new Marketing Manager or Director for some design firm in your town.
Why does the marketing role experience such a high churn rate in design firms?
