When it comes to organizing a marketing department, mid-sized and smaller law firms often find themselves in a unique position. They may not have the sprawling teams or massive budgets of global firms, but that doesn’t mean they can’t run a top-notch, effective marketing operation. With thoughtful planning and a focus on the essentials, smaller firms can build smart, scalable marketing teams that punch well above their weight.
Here are a few key considerations to make that happen.
Start with strategy, not job titles.
Before hiring, clarify your firm’s growth goals. Are you trying to deepen client relationships, launch a new practice, or expand into a new region? Strategy should shape structure. If thought leadership is a priority, you may need someone with content or public relations experience. If data and performance tracking matter most, look for someone who can manage CRM systems and analyze marketing ROI.
Don’t underestimate project management.
Great ideas fall apart without timelines and accountability. Whether in-house or outsourced, someone on your team must own project management to keep campaigns moving — from firm events to directory submissions and everything in between.
Invest in the right technology.
A strong CRM, email marketing tools, and analytics dashboards can help a lean team do more with less. Technology should solve specific problems, not exist for its own sake. Just as important, ensure your team is trained to use these tools effectively.
Clarify roles with partners.
Many tensions between partners and marketing teams stem from unclear expectations. Set boundaries around responsibilities and decision-making. Partners should understand what marketing can manage independently and where their involvement is required. Even a simple onboarding memo or lunch-and-learn can create alignment.
Celebrate small wins.
In a smaller firm, incremental successes matter. A newsletter that prompts a client call or a social post that gains traction should be shared and celebrated. Highlighting wins builds confidence in the marketing team and reinforces the value of consistent effort.
Your marketing department doesn’t need to be large to be effective. With strategic focus, the right mix of internal talent and outsourced support, and clear communication, smaller firms can build marketing teams that are respected by partners, aligned with firm goals, and capable of delivering meaningful results.
For a deeper dive on this topic, see the attached article from Of Counsel.
1764715821211