Managing the evolving role of law firm marketing.

• Author: Cartwright, Trever

A new era for law firm leadership is upon us. Those in leadership roles who ignore the new rules of law firm leadership do so at their own peril. The last gasp of the traditional hierarchical leadership approach can be heard loudly and clearly.

Today, the most responsive and successful firms value leadership at all levels and, as a result, are thriving with vibrant, diverse cultures filled with attorneys and staff who are aligned in their thinking, focused in their direction and willingly embrace the "soft stuff."

We work with a broad range of clients and corporations inside a multitude of industries nationwide. Without fail, law firms present our greatest and most interesting set of challenges. Our work is often described by lawyers as "the soft stuff " or "the touchy feely stuff "--a way of referring to anything that is perceived as getting in the way of achieving the minimum 1,850 or the super star 2,000 billable hours that represent the mechanics of the law-firm hamster wheel.

For years, the marketing department inside a law firm was considered a necessary evil--a cost center staffed by people who spoke in tongues and drew pretty pictures. "What the heck do those people do down there anyway?" was a common question posed by the most senior partners who longed for the way things used to get done (a business card and a handshake). Suffice to say, it hasn't been easy being a marketing person inside a law firm. One had to be resilient and thick-skinned in order to survive and make a meaningful difference.

But Now Things Are Changing.

Over the past five to seven years, the value and visibility of the marketing function within law firms has steadily increased and become more of an emphasis. Moving from somewhat of a fulfillment role to that of a strategic driver, the law firm marketing function is considered critically important. We see this in the various titles scattered about that are sounding more and more like corporate monikers rather than traditional law firm marketing assignments: chief marketing officer, chief strategist, brand manager are just a few.

So What's Going On?

While the law firm business model may never change, the thinking inside law firms is changing--especially within the ranks of senior partners, managing partners and those who comprise executive committees. This makes it an exciting time for marketing people.

The shift among law firm leaders is the growing realization that in order to survive, it is critically...