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On the Job: In Large Marketing Operations, Think Small

By Russell Lawson

Whether increases in staff and responsibility come through consolidation, market growth or merger, many law firm marketing departments are facing issues brought on by their larger size. The best advice in most situations is to 'think small.'

Take, for example, a hypothetical international firm, with 500 attorneys, 11 offices in North America and three in Europe. About a dozen marketing staff would be required to support such a firm, and four to six of them would be in offices where they would be the only full-time marketers. This is a fairly far-flung operation, with a number of autonomous participants under the direction of half-a-dozen practice groups and a Chief Marketing Officer not located within their own geography. If you look around, you'll see more and more marketing operations with similar characteristics.

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