Remember the Judy Collins song Both Sides Now?
Imagine if the lyrics were about law firm marketing.
My now-nearsighted eyes have seen it from both sides – almost three decades in-house and now as a consultant and author having spoken or worked with more than 60 law firms.
Here are a few truisms about being a Chief Marketing Officer (CMO) that may be useful reminders to those who work with them.
💪 Being a CMO is tough.
Being a CMO is challenging. While this superstar may report to a Chairperson or a COO, they will always have other partners in the organization who view them as working for them. (They do!)
While that is a beneficial thing most of the time — and it allows CMOs and their departments to have a full view of the firm and work with a wide variety of brilliant people — know that it’s challenging.
While they may be helping guide a program for your practice, be aware that even though they have staff, they may juggle more plates than you can imagine.
🤼 Marketing is people intensive.
Leaders often ask, “Do we need all those marketing people?”
While staff-to-lawyer ratios are one metric, the reality is that effective marketing that makes a true impact, requires people. It’s more than strategy and tactics; it’s about seizing opportunities, strengthening culture, and maintaining a brand.
Yes, technology like CRM and ERM software can streamline processes, and it’s getting better by the minute, but having in-house talent is essential to making it all happen.
💎 Marketers are incredibly valuable.
Include your CMO and other senior marketers in strategic conversations. They bring a business-savvy perspective, spotting both opportunities and risks. The more they know, the better they can support the firm’s goals.
They shouldn’t just be invited into the inner circle – they should already be there.
