As firms emerge from Busy Season, it is an excellent time to reassess the talent in your office. Leaders should consider which professionals will be most effective in the community, building meaningful connections; which professionals would be most effective doing research and helping to author a white paper; and which would be best at public speaking, perhaps sharing best practices at industry association meetings.
One of the keys to a successful marketing strategy is for you to adopt a balanced approach, drawing on your staff's diverse talents, setting goals unique to each person's skill set and comfort level and measuring progress based on the distinctive capabilities of each person.
Try to avoid having common expectations across the firm, evaluating your professionals on a shared standard instead of by individual effort. Remember to deploy the talent you have based on each employee's capabilities; do not anticipate that everyone can contribute in the same way. Some people relish the chance to network and develop powerful relationships - but for those who cannot do this, there are many opportunities to add value to the firm and help build its reputation and status as a leader in the community.