Law.com Subscribers SAVE 30%

Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.

Marketing the Law FirmKickerFeaturesSectionsNewsLJN Newsletters

Proving ROI on Marketing By Measuring Marketing Effectiveness

By Larry Bodine and Suzanne Lowe
April 27, 2006

Management guru and author Peter Drucker said, 'If you can't measure it, you can't manage it.' So why is it that so few law firms measure their marketing efforts? Why is it that so many CMOs that are getting hammered by partners to demonstrate ROI on their efforts can't do it?

In our just-released 2006 study, 'Increasing Marketing Effectiveness At Professional Firms,' more than 377 senior marketing and management respondents gave us plenty of reasons:

  • Our people aren't inclines to measure.
  • It's hard to change their mindset.
  • Measurement is not viewed as a worthy activity.
  • Our people avoid accountability.
  • Measurement is perceived as too hard, too costly and too time consuming.
  • We're too small or new to have our act together.
  • Our marketing leadership is new.
  • We have no dedicated measurement resources.
  • We have no measurement budget.
  • We are in too much turmoil to focus on measurement.

Boo-hoo, we say. Measurement obstacles are largely self-caused, and are related to myopia, inertia, and avoidance of accountability. You better start proving a return-on-investment on your marketing efforts to keep your job. Here's how:

This premium content is locked for Entertainment Law & Finance subscribers only

  • Stay current on the latest information, rulings, regulations, and trends
  • Includes practical, must-have information on copyrights, royalties, AI, and more
  • Tap into expert guidance from top entertainment lawyers and experts

For enterprise-wide or corporate acess, please contact Customer Service at [email protected] or 877-256-2473

Read These Next
The DOJ's Corporate Enforcement Policy: One Year Later Image

The DOJ's Criminal Division issued three declinations since the issuance of the revised CEP a year ago. Review of these cases gives insight into DOJ's implementation of the new policy in practice.

The Bankruptcy Hotline Image

Recent cases of importance to your practice.

Use of Deferred Prosecution Agreements In White Collar Investigations Image

This article discusses the practical and policy reasons for the use of DPAs and NPAs in white-collar criminal investigations, and considers the NDAA's new reporting provision and its relationship with other efforts to enhance transparency in DOJ decision-making.

The DOJ's New Parameters for Evaluating Corporate Compliance Programs Image

The parameters set forth in the DOJ's memorandum have implications not only for the government's evaluation of compliance programs in the context of criminal charging decisions, but also for how defense counsel structure their conference-room advocacy seeking declinations or lesser sanctions in both criminal and civil investigations.

How AI Has Affected PR Image

When we consider how the use of AI affects legal PR and communications, we have to look at it as an industrywide global phenomenon. A recent online conference provided an overview of the latest AI trends in public relations, and specifically, the impact of AI on communications. Here are some of the key points and takeaways from several of the speakers, who provided current best practices, tips, concerns and case studies.