The 2nd Am Law 100 Marketing Departments – Survey Results

Jennifer ScalziMarket Trends

By Jennifer Johnson Scalzi

Johnson Executive Search surveyed the Second Hundred Am Law marketing departments. With a response rate of 31%, we are pleased to share the preliminary findings on what’s behind the hiring and staffing decisions of marketing and business development leadership. Comprehensive results will be released in January 2015: stay tuned!

Executive Summary:

Questions posed to the departments fell into two major categories in the short answer section: 1) quantitative/budget breakdown and 2) FTEs by specialized discipline. In addition, respondents were asked whether their internal resources were tasked formally with lead generation. Respondents were also asked an open-ended question regarding what they consider measures of success.

Generally speaking, today’s marketing decision makers at these Second Hundred firms are managing, on the average, a budget of totaling approximately 3% of the firms’ revenue. This number is aligned with, though slightly higher than, the 2% cited in the annual Am Law 200 survey. Of this budget, advertising takes up an average of 4.2% and sponsorship approximately 15.8%. (All numbers exclude salaries.)

From a staffing perspective, ratios stack up at approximately one FTE for every 12.9 partners and every 25.4 fee earners.

Stay tuned for our full results in January which will explore what’s behind these numbers and highlight trends in specialized roles and spending.