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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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