Law firm CMOs are evolving. These driven professionals have an historically deep responsibility for building marketing teams, sparking opportunities, leading initiatives, and deepening firm culture. At the same time, CMOs must also navigate rapid changes in business and legal landscapes, make sure their firms keep pace with client expectations, engage with moving targets, see around the corners for leadership, and shift focus on the fly. It’s a high-stakes, visible role that often endures great scrutiny. If you are currently in a CMO role, or if your goal is to be a CMO, you need to simultaneously perform at a high level while keeping an eye on the demands of what your role may look like tomorrow.

A recent Deloitte article highlights the future CMO’s success factors, including 3 foundational pillars. Working with law firms and CMO candidates, this report resonates with me.

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Customer Centric—to quote the Deloitte study, tomorrow’s CMO has to “relentlessly safeguard the customer.”  A law firm CMO always has an eye on firm messaging, brand integrity, and gaining exposure for their attorneys. And those that do it best deeply understand what consumers of legal services want and need. CMOs have always strived to amplify the voice of the client and it seems that law firms are finally understanding how the customer journey leads to client loyalty and more work. This fundamental shift allows CMOs to take marketing and business development initiatives further than ever before. 

Effective Communication—the most successful CMOs will have outstanding, persuasive communication skills. Connecting the dots on how rock-solid customer experience converts into law firm revenue will spotlight the important value CMOs bring to law firms. Tomorrow’s CMO must be able to hold candid conversations with attorneys that outline compelling motivators to deliver on a firm’s brand in ways that bring in work.

Center Brain Mentality—best-of-crop CMOs will be deeply in tune with data, analytics, and marketing technology. To elevate law firm marketing practices, tomorrow’s CMO will find ways to balance creative chops with data-driven delivery methods. The most successful CMOs will move initiatives forward based on facts. 

The CMO position will always be a big job. Navigating high expectations while implementing proven, data-driven methods is what these seasoned marketing professionals will do best. Establishing a career path to become a CMO starts now. Staying on top of the customer journey, bolstering communication skills, and exercising the center-brain judgment are important skills to build upon across your career.

- Jason Caramanico