The challenge is more pronounced for professional service marketers. Where the "product" you are promoting is a person (the lawyer/accountant) who is responsible for their own marketing and sales, how do we prove the marketing teams value?

I think there is still no clear answer, but technology is enabling the distinct BD, Marketing and fee earning teams to work in more collaborative ways which automate the sharing of information and opportunities. It seems clear to me that technology will in the near future be able to track an opportunity from initial glimmer to instruction through all of the different people within a practice.