Recently, we asked marketers nationwide to share their firms' evaluation forms; we were surprised to learn that many respondents do not have a formal evaluation process similar to those that are conducted for their CPA staff.Instead, they said that they summarize their efforts, and offer a report card to firm management. Unfortunately, these subjective reporting efforts frequently feel inadequate, because they are created without much partner support or understanding of the marketing process, its value and its results.

Nevertheless, firms and the roles of their marketers are growing up. Firms recognize the need to compete as effectively as they can. As they do, they will then recognize the importance and value of the marketer's role - a role that is worthy of a meaningful evaluation.

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