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Career Journal: Emerging Success for Marketing Technologists

By Bill Crooks

From a marketing perspective, 2012 is going to be an interesting year ' especially with regard to firms' investments in their legal marketing and business development departments.

Clearly, some firms will choose to aggressively bolster marketing and business development efforts by acquiring and utilizing additional resources; others will elect to stand pat and attempt to maximize results with existing staff and tools. For those wishing to expand, I forecast a short supply of marketing technology leadership and line manager specialists. And what about firms whose marketing technology talent is still slugging it out in the trenches with outdated tools and resources? Well, those firms might expect to experience larger than normal turnover rates.

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