Peer Squared: Look keenly at another's knowledge.

• Position: CHECKLIST

The digital revolution has changed how companies express their brand.

What are our marketing peers outside of the legal industry accomplishing? Quite a bit! With the help of those who have recently entered our industry from other sectors and the July/ August 2014 edition of the Harvard Business Review Magazine (hbr.org), this checklist offers ideas on ways to streamline your organizational structure, amplify your ability to make key decisions and apply diverse methods to keep your firm's competitive edge.

Adapt

* Create a new type of executive position, like paper-based consumer products producer Kimberly-Clark Corporation did. Have the chief marketing technologist (CMT) help the marketing and technology departments communicate more efficiently.

* Forget the lines that separate your units carrying out different activities. take a look at how target revamped their decision-making process to have the C-suite, iX sales and finance departments focus their attention to 1) where the revenue is flowing today and 2) where the revenue is going to flow tomorrow.

Serve

* Successful businesses understand that you need everyone at the company involved in the client...