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Op Ed

By Elizabeth Anne 'Betiayn' Tursi

A year has gone by since I penned an Op Ed primarily written to challenge the status quo of law firm marketing. I am happy to report ' it worked! Last year in compiling the Fourth Annual MLF 50, I had the extreme pleasure of looking at over 100 firms' marketing, business development and communications programs. Of course, 50 of these firms were distinctive enough to garner placement on the MLF 50. I was impressed enough to acknowledge that I was “a believer.”

So here's the story. You ' being the Chief Marketing Officers ' have done your job and done it well. You have heightened the awareness of the importance of marketing and have leveraged your capabilities to the point that without question, lawyers in your firms understand the value of what your programs can accomplish ' more visibility leading to more revenue. Some firms were slow to embrace your capabilities. Others got it right away. Still others, which might be on the fence about your capabilities, are coming around, especially in these economically challenged times. More about that later.

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