Intapp‘s Sr. Director of Thought Leadership, Kathy O’Connell, recently spoke with Jennifer Johnson of Calibrate Legal about hot buttons for today’s legal CMO.

Jennifer Johnson
Jennifer Johnson

Focused on talent and recruitment within the legal business services vertical, Jennifer’s mission is to “develop platforms and tools that help those who have previously been labeled “non-lawyers” to define themselves as Revenue Enablers.”

Says Jennifer, “Until the early 2000’s, marketing was a terrible word. Lawyers are of the belief that what they do is all about reputation and trust, and they don’t want to be seen as selling themselves… They’re just not wired that way, and when you mix in the fact that they have the need for the utmost confidentiality pumped into their heads from the minute they go to law school, it’s not a combination that screams “I want to do marketing!”

Read on!