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By Elizabeth Anne 'Betiayn' Tursi

The question has been asked what my motivation was in writing the most recent Op Ed about the state of law firm marketing. Simply stated, it was written to deliver a wake-up call ' so that law firm marketing does not devolve into a back room staff function but assumes it rightful role at the management table.

I received many e-mails and personal phone calls (mostly from current in-house marketers at AmLaw 100 and Second Hundred Firms) applauding the Op Ed. I know the content of the piece was difficult for some to swallow. All I can tell you is that if you find yourself asking, 'Am I doing what I know I ought to be doing or am I doing what I am told to do by partners who have no marketing skills and am totally frustrated by it all?' ' I share your frustration. No one believes in marketing as much as I do, but not marketing as an administrative function, but as a profession ' a profession that needs to elevate itself and be recognized within a law firm as a valuable and necessary resource.

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