Marketing plans are not just for the marketing department anymore, says Shannon Mayforth, marketing manager for New York-based Citrin Cooperman, which launched a "Partner-centric Marketing" program. Some 50 of the firm's 80 partners were asked to create marketing programs for themselves that included such tasks as networking, speaking engagements, and the writing of articles for trade publications.

A few months after the program's launch, the level of partner-generated marketing activity is up, and the firm brought in more than $1.3 million in new business in February, the largest one-month total ever at the firm. The program motivated one partner to host a meet-and-greet with a local law firm which resulted in new work for the firm.

Advice for others thinking about a similar program: n Make it concerted between such departments as marketing, sales, and business development.

• Partners were provided a marketing template that guided them through the planning process, and had access to the marketing department if needed.
• Set realistic expectations. Because participation from CC partners wasn't mandatory, the marketing department knew those creating individual marketing plans were motivated to improve their business development efforts.
• Don't include rainmakers. Partners with a track record of driving new business at CC were already marketing themselves well, and didn't need the assistance or motivation.
• Partners were always required to submit new business goals for the year.
• Follow-up is vital. CC required participating partners to sign a "100-Day Contract" which bound them to accomplishing specified tasks by the 100th day of 2009, and meetings moderated by representatives of the marketing, sales, and business development groups were held with partners in which partners took turns discussing their efforts to date.
• Offer ongoing support. The marketing team is constantly providing assistance to the partners on their individual efforts, and offers weekly tips. The sales department assists with coaching sales pitches and one-on-one business development mentoring has been available to partners. An outside professional business consulting coach holds office hours that day to answer partners' questions and provide guidance.

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