What happens when the rainmaker leaves the firm or is no longer loyal to the firm? A similar problem results with hiring marketing experts from outside who have little knowledge of the firm and its industry. Other firms rely upon 'professional' marketing through brochures to market themselves with credibility but this can seem overly generic. Bloom and Daple suggest that instead of relying upon external sources of marketing or focusing on one or two rainmakers, firms must cultivate a holistic marketing culture from within. Every individual who works for the firm should be viewed as a marketer, versus a few select employees. Firms must also conduct marketing research and analysis and collect data, just like more conventional types of enterprises....

Techniques such as target marketing of high-spending clients; analyzing the decision-making of potential clients when choosing a firm; competitor analysis and a focus on client satisfaction (and monitoring client satisfaction) are all necessary.
However, this holistic marketing culture can be difficult to cultivate if professionals have been schooled primarily in professional techniques, versus marketing. This also raises the question: what is more important when hiring, quality of services and education vs. The ability to market one's self well? Given that these may be two separate characteristics not present in every professional, the ability to resolve the marketing dilemma for professional services firms will likely be an ongoing debate.