"Partners who are taking advantage of these practices are growing 19 percent faster than the partners who are not," said Hewlette.

She said it is critical for companies to think about not only the practices they have in place for monitoring trends and reaching out to prospective clients but also to consider the people they are hiring to do the job.

"When marketers are the best, business is better. It's just a fact," said Hewlette.

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