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Law Firm CMOs
Where does a CMO/CBDO belong on the law firm organizational chart? I ask this question frequently. Simply stated, my initial answer is, “It depends.” Organizational charts, in my opinion, should remain fluid, at least those used in professional services firms. Much of the staff alignment in an organizational chart is predicated on the particular styles, strengths, and weaknesses of its leadership, not on some universally accepted top-down box managerial arrangement. Despite this, I feel increasingly compelled in most cases to endorse alignment of the CMO/CBDO with the COO, not the Managing Partner.
Clearly, when the CMO function was in its nascent stage at law firms, perhaps 15 years ago, the question of reporting structure was asked because the role had never truly existed in many firms. Often, it seemed logical to tuck the position into the direct reporting line of an Executive Director/COO. After all, every other major central function including Finance, Information Technology, and Human Resources typically reported in a similar manner. Yet, as the role increased in size and scope, some CMOs insisted on reporting directly to the Managing Partner of the firm to ensure they had a seat at the already overpopulated “table,” whatever that is! I think that sentiment is a little short-sighted in today's big law firms, however. And here's why.
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