Ask the authorities.

• Author: Hirsch, Stewart

THE QUESTION

"I just left a meeting with my managing partner who told me that our department is viewed as overhead. We do a tremendous amount to help bring in business, but how can I prove it?"

Tara Weintritt

Proving you do a lot to bring in business may or may not address his concern. Finding out what he or she values most and how you and your team can specifically address this is more important than proving what you do or what you believe is valuable. Take a moment to go back to the individual and say you appreciated his or her candid feedback, and you would like to understand how he or she would define success for you and your team. For example, what specifically does he or she expect from your team, and what timeframe is realistic to accomplish the initiatives and projects? What is expected in the short and long term?

Being at the top can be incredibly challenging and isolating, if you are genuine in your approach and efforts, they will appreciate your communication.

Building an open dialogue and candid relationship with the leadership of the firm is an imperative role of the marketing department. Your ability to receive feedback and adjust may be your biggest differentiator. Value and success are defined by the individual; understanding those expectations are half the battle.

Tara Weintritt joined the Wicker Park Group after serving as the chief marketing officer and director of client relations for Miles & Stockbridge for 10 years. She co-chaired the 2013 LMA Conference.

David McCann, J.D.

While proving value can be challenging, it is essential. The key ingredient is measurement.

The multi-pronged approach involves:

* Defining Measurement: Use metrics to monitor, analyze and enhance the effectiveness of marketing by focusing on the alignment of marketing strategies and activities with business goals.

* Driving the Process: Establish realistic and measurable objectives (market perception, client satisfaction, profitability, media coverage, etc.), set key benchmarks, track results and refine strategies based on outcomes.

* Leveraging Technology: Take advantage of solutions to support tracking efforts, including CRM/ERM, time and billing systems, web analytics and market intelligence resources.

* Creating an ROI Culture: Shifts in corporate culture take time and patience. A law firm is a business, and management deserves to see a return on its marketing investment. Firm leadership and marketing must collaborate to promote the measurement...