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Once again, it is that time of year... when marketing departments are busily preparing next year's budget. As we all know, chances are you won't be able to get everything you're asking for. But, believe it or not, this may actually be a good thing.

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Salespeople often overlook one of the most effective and quick ways to both establish themselves as experts in their field and generate a pipeline of quality prospects.

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Here's what Jim believes will be the trends for 2007 in marketing ROI as well as priorities you should keep in mind. Progress in 2007 will not come from new technologies or techniques, he says, but from increased adoption as we get smarter about addressing measurement challenges and recognize the opportunity to align marketing strategies and tactics with business objectives.

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This week, how do you train product salespeople to sell services? Here are three steps.

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Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success.

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What makes for great advertising? What's the most critical element of a good campaign? And who are the MVPs on a marketing team? This week, Roy Young interviews marketing champion Steve Cone, head of advertising and brand management at Citigroup Global Wealth Management, who gives his take on these issues... and more.

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Ever read a book and wanted to discuss or debate it with fellow marketers? Now you can. Or ask the author a question? Now you can do that, too. Introducing the MarketingProfs Book Club. Offering a free-flow of ideas—and some free books—our Book Club keeps you ahead of the marketing curve and provides an arena to virtually meet some of the best minds in marketing. For our inaugural Book Club segment, we'll be reading 'Citizen Marketers,' the just-released, highly anticipated book by famed customer-evangelist team Ben McConnell and Jackie Huba. Here's the kickoff Q&A with the authors.

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Do you have the killer instinct? A small percentage of Web content really makes a difference. It makes the sale, delivers the service, and builds the brand. This is the killer Web content. It probably represents less than 10% of content published on the Web, because—let's face it—most content just gets in the way.

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Marketing professionals widely use the 4 Ps for marketing a product. But how do you market yourself when YOU are the product? How do you make your own accomplishments believable?

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Most of us in professional services marketing clearly understand that we must meet expectations that are really not our own—shareholder expectations, board expectations, market expectations. But what about your own "Leadership Legacy"? Have you thought about your personal hopes, goals, desires, and expectations for creating an impact on your firm?

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So you've got a small marketing budget? That's OK, there's still a lot you can do to reach your audience; it just may take a little more elbow grease. The first key to stretching a budget is shrinking your focus.

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Regardless of the business model that predominates in your company, you can help your superiors and colleagues see your connection to cash flow by actively supporting that model through your marketing strategies.

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All too often, Web pages, even homepages, provide readers with a variety of choices, but don't really provide a clear way forward. This is particularly true when a site has multiple products or services to sell. If visitors read your homepage and become interested in something you are selling or offering, what should they do next? Where should they click? Are they ready to go directly to the order page? Would conversions be higher if visitors first read a full sales page?

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Today, your Web site is more than just a media source where people find information about your business; it's the place where many customer relationships begin. In your prospects' minds, their experience of your site is a foreshadowing of their experience with your company or organization. Establishing a favorable relationship is quite a challenge. But you can improve your odds by challenging your site with these 10 important questions.

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This week: Should you hire experienced marketing professionals, or those with less experience but more potential?