By Carrie Steffen
The need for additional capital to fund technology (among other things) is compelling leading firms to focus on better integration of the growth function into the overall management of the firm.
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The previous growth model consisted one or two rainmaking partners creating most of the opportunities with the support of tactical marketing managers or directors supporting the effort through event coordination, sponsorships, branding, online marketing and other positioning tactics. Marketing lived in a separate bucket from other areas of the practice.
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