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Counterpoint: Marketing in Law Firms
(Editor's Note: In the May issue, I wrote an Op-Ed entitled 'The Land of Wannabe' that focused on the reasons why, after some 17 years, marketing in law firms is still struggling to win acceptance. The following is a counterpoint to that piece, written by Mel Morrione.
' Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief)
I found your Op-Ed piece, 'The Land of Wannabe,' in the May 2006 issue of Marketing The Law Firm, to be a valid assessment of what I believe to be a failed incursion of 'marketing' into the business of law firms. You conclude that if the right marketers were available, law firms might figure out how to use them. However, I don't see this happening by any evolutionary or natural process, for all the reasons it has failed to date.
From my 12 years of experience in providing management consulting to law firms in strategic planning and marketing, and more than 20 years as a partner in a major accounting firm, I see the problem from two dimensions. On the one hand, those who manage law firms, both large and small, do not truly understand the role that marketing should play in maintaining and growing their business. On the other hand, most law firm marketing professionals, because they either have honed their skills in law firm marketing departments or come with outside marketing experience but don't understand the law firm business, are not really qualified to fulfill the role that is required. To better understand the issues, and why this is so difficult a problem, each of these perspectives needs to be analyzed separately.
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