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Once upon a time, the "marketing director" at a law firm was likely to be a legal "secretary" who printed out attorney bios and ordered business cards. In time when a "white glove" approach to relationship building was all that was deemed necessary, marketing and business development was not a priority.
Times have changed. Today the legal marketing role is filled by highly specialized and trained professionals with the task of promoting their firm and its attorneys, while driving business development. Yet, at many law firms it is still difficult for the marketing professional to become more than an implementer of a strategy that was determined by others.
Obviously, it is more effective to have the marketing professional play a direct role in overall strategic planning, and, in particular, how marketing will impact and steer the direction in which the firm is going. The marketing director needs to gain "a seat at the table" in order to have a voice in planning, and to be viewed as an integral member of the firm's management team. How do you go about earning that seat?
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