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Professional Development: The New Operating Prowess Required of Today's Marketing Leaders

By Michael DeCosta

Without question, legal marketing executives have shown their versatility over the years by continuously evolving their skills to meet the changing demands within law firms and to address the dynamics of the legal market. As pioneers in this evolving functional discipline, the creativity of these executives has allowed them to make easy adaptations to meet ever-changing mandates. This is, after all, a “left-side-of-the-brain” type of group, who use artistic flair to create form from a blank sheet of paper. Yet, the creativity they used especially in the area of marketing communications ' while remaining an invaluable characteristic ' has been usurped by the demand for stronger operational prowess. Form now follows function. Science has once again merged with art.

Admittedly, operations have never been a strong suit of most marketing executives. Few are trained or well-versed in business functions outside their bailiwick ' functions such as HR, IT, and Finance. Nor do many possess the formulaic mindset that can help create effective operating work streams, project management and process methodologies. A brief review of today's position descriptions of marketing roles in law firms, however, reveals where the jobs' demands are growing most rapidly. They are indeed in the area of setting up operating systems that support an effective business process for sustainable and scalable business development. Let's take a look at just a few samples of some of the new responsibility line items in marketing job descriptions.

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