As a CMO, I remember sitting in my office close to midnight.
I was still working — eyes blurry — trying to finish refining an RFP for a prospective client we likely wouldn’t land. It was directory season, and I was drowning in submissions and strategy. There was also a PR issue we were trying to mitigate.
Then the phone rang — a fellow CMO from another firm.
She didn’t say hello. She started with,
“I thought you’d still be there. I’m at my desk too.”
We both laughed because we knew what each other was facing.
Let’s talk about respect.
Not just for lawyers, but for the marketing professionals within law firms.
These are the people who serve as the firm’s advocates, translators, and first responders — often all at once.
Yes, they know technology, but their real superpower is people.
They build relationships, manage egos, align teams, and tell the firm’s story with clarity and care.
They’re the ones pulling late nights to craft responses to fast-moving executive orders — like those we’ve seen during the Trump administration — working closely with lawyers to turn legal insight into client-ready guidance.
They’re under more pressure than ever before.
According to a recent study by The BTI Consulting Group (Michael Rynowecer), 59.3% of CMOs now advise firm leadership directly on messaging and strategy. In a time of high-risk, combustion-ready media scrutiny, leaders are asking:
-
“How do we respond to this?”
-
“What do we say?”
-
“Will this hurt our brand?”
Smart firms know where to turn — to their marketing teams.
So what does being good to them look like?
-
If they say they need more staff, believe them. Ask why and then take their advice. This is a people-oriented business that relies on talent.
-
If they need a vacation, encourage it — and mean it. Don’t tell them to use their vacation days, but call them constantly as if they were WFH.
-
If they’re showing signs of burnout, don’t ignore it. Ask, listen, and work with them to alleviate it.
-
Be sure they are part of the conversation, the strategy, and the tough decisions.
Behind every strong firm should be a strong marketing team.
They’re not just “doing the website” — they’re shaping strategy, amplifying voices, and protecting the firm’s reputation in a complex, fast-moving world.
To the marketers inside firms: We see you. And we thank you.
