In schools that set up and grow Marketing teams, there is significant potential for discord between the new experts and existing Admissions functions.
An article in the HMC's Conference and Common Room magazine (pp22-3) by Eton's former Tutor for Admissions William Rees analyses this dilemma well. He points out how vital it is have someone who knows what it is like to support a child through a school to talk to parents. How someone who is aware of the arcane language and procedures of schools admissions is needed to liaise with feeder schools. How training houseparents (or Heads of Year) in recruitment techniques is just as important as marketing initiatives. Well worth a read, whatever type of school you are in.