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Proving ROI on Marketing By Measuring Marketing Effectiveness

By Larry Bodine and Suzanne Lowe

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:

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