Once you start paying for them, you can begin to understand the value of maintaining a long term relationship with them. We had to start explaining just exactly how marketing averse HR really is. Coloring HR with Marketing expertise means teaching the religion of the Heathens to the assembled masses. It ain't easy. More than anything else, marketing involves a way of seeing that seems contradictory to the HR world view.
Marketing sees everything in economic terms.
It hunts opportunity. It shapes its message. It repeats, not procedurally but creatively with each stroke. It takes responsibility for results. It wants measurement.