Marketing Services Providers: Separating the Contenders from the Pretenders

For Wisely, it made more sense to bring aboard an existing marketing expert as opposed to spending the time necessary to get a greenfield operation thriving. "If you find the right person to lead that organization, it's 24 to 36 months before you get any real traction. Then, the sales cycle is a 12 to 18 month proposition. Basically, you're now out there five years and the marketplace might blow right past you."