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<b>Op Ed</b> Extreme Makeover: Law Firm Edition
While doing my research for the MLF 50, there was a moment in time when it suddenly became clear to me that, for the most part, law firm management still doesn't understand marketing and what it can ' and more importantly cannot ' do for a firm. When it comes to marketing, lawyers are still in the “everyone else is doing it so we better do it too” mode. Without regard to actually making a concerted effort to understand marketing, the unfinished agenda of law firm marketing programs spills out on to the streets and are left at the curb of every city and town in the United States.
Let's face facts. There may be 50 firms that are doing some great things that will impact their respective firms; but in reality, most marketing programs are doomed to fail because of the lack of commitment and vision on the part of the partnership and the management of law firms. And frankly speaking, CMOs and Directors are not doing a good job of explaining themselves. Most of them act like employees instead of using leadership skills to go toe-to-toe with management on why marketing is important.
It's not about a strategy or a plan; it's about making a credible case as to what marketing can and cannot do for a firm, and it needs to be based in reality with the appropriate needs assessment as part of that reality. If you cannot articulate the vision, you'll never get the commitment. It's that simple.
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