Recent studies have shown there may be a gap in the way CMOs see the legal marketing industry’s evolution.

Some feel the industry is entering a “golden age” reflecting strong job satisfaction and an increasing ability to impact firms as strategic business leaders. Unfortunately, many CMOs don’t seem to share the same sunny outlook for legal marketing’s future.

In my work with leading legal industry business professionals, I see the divide between firms who view marketing as a support function versus those who recognize the value that a strong marketing and business development team can bring to the table.

At some firms, marketing and business development leaders are influencing how law firms run their businesses. They are increasingly involved in strategy discussions, advocating for strong client experiences, driving revenue, and using innovation as a differentiator. 

What makes these innovative leaders most successful? 

- Demonstrating ROI through data that can't be ignored
- Precisely targeting digital marketing to their audiences 
- Understanding the business of law and how clients choose lawyers
- Becoming trusted business partners to fee-earners
- Taking ownership of innovative thinking and distill it into valuable client experiences
- Speaking the common language of profitability and direct all activities to further it
- Using business development support to attract and retain strong laterals

From where I stand, leaders in legal marketing are becoming increasingly selective because they want to work where they are valued and empowered. Perhaps we need to open the door just a bit wider and proactively usher in the golden age of legal marketing through action.

- Jason Caramanico