I'm tracking others' insights - on Marketing Roles

Here's a roundup of some important insights I've found on others' blogs, with my remarks about why you should read their posts.  These posts are about the evolving role of Marketing.

Check out Bruce MacEwen's blog about a McKinsey article on the evolving role of the CMO.  MacEwen adds his observations to a discussion I've been leading for a long time: the shift that's already underway (but that needs to be managed more carefully than it is now) in the role of Marketing and Sales in a professional firm.  Bruce recaps and makes his own astute observations about how this shift can be better conducted in a law firm. 

Gerry Riskin, in his Amazing Firms, Amazing Practices blog, offers his own thoughts. He writes "ask your Managing Partner to ... have a meeting with you to discuss the benefits the two of you can achieve from selectively implementing David Court’s suggestions.  I am well aware that many CMOs do not have the influence they deserve inside their law firms..."

Mark Beese offers his own insights, from his law firm's work in structuring a marketing/business development team.   

Bruce's, Gerry's and Mark's remarks touch on part of a deeper look I plan to take in my upcoming book on reinventing the marketing and sales function at professional service firms.  But why does it appear that only law firm observers and consultants are talking about this subject? 

Comments

[Paige Arnof-Fenn]

There was actually a very interesting article last week on www.inhousecounsel.com titled Looking for Lawyers which argues that it is really about a law firm's reputation and referrals more than its advertising or marketing that leads to getting hired. I'd suggest that relevant and compelling marketing outreach will lead to more referrals and build on a firm's reputation and that is why so many law firms today in fact have CMOs in house. Professional Service Firms need to find innovative ways to break through the clutter and noise. Creative outreach and communications can help them do just that.