Marketing Operations

Our Marketing Operations services help law firms and their business services functions measure and improve performance

  • Metrics:  Build a data-driven culture by designing metrics, key performance indicators, dashboards and scorecards to measure efficiency and top and bottom line contribution.
  • Alignment: Assess how closely business services activities align with firm goals, and help firm leaders plan and implement structural and operational changes to increase alignment.
  • Processes:  Quantify the cost and impact of core business processes supporting the firm’s profitability; modify processes for greater efficiency and effectiveness.
  • Data: Design and implement processes around client data that improve the quality and usability of available research to drive recommendations and decisions.
  • Technology:  Assess the firm’s CRM, email marketing, social media, web content, event management, prospect management, and analytics to help streamline and optimize available technology

Our Marketing Operations Services

Calibrator™ Marketing Dashboard

Explore Calibrate Legal's technology-agnostic dashboard solution for law firms.

Try it out


We offer a package of foundational tools to help align your people, processes, technology and data, and to set you and your team up for long-term success.


Marketing Enablement Roadmap

Build a plan to bridge the the gaps and opportunities in your marketing technology stack. 

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Time Tracking Tool

Get a clear picture of time and money your team spends on each task.

Find Out More

Gordon Braun-Woodbury

Calibrate Legal's Marketing Operations practice leader brings more than 30 years of professional services marketing experience to our clients.

Meet Gordon

Ideas and Resources

Marketing Operations Survey Results

Calibrate Legal and Totum Partners asked Chief Marketing Officers at the world’s largest law firms for their views on the state of Marketing Operations at their firms

Get the Data

Marketing Dashboards Primer

Download our infographic to learn the basics of creating a Marketing Dashboard.

Get the Infographic

Measurement Readiness Quiz

Take our online quiz to determine your firm's level of readiness for a formal marketing measurement program.

Take the Quiz

Legal Marketing Operations Facebook Group

A place where law firm marketing professionals can connect and share ideas, best practices and know-how.

Join the Discussion

Get Rigorous!

Deonstructing the discipline of Legal Marketing Operations -- based on a Calibrate Legal webinar.

Read On

Time Tracking Tool

Our Excel tool offers a simple approach to tracking team members' time against marketing projects.

Download the Tool

Marketing Operations: News and Insights

Calibrate CEO Jennifer Johnson sits down with two experts from Intapp — Claire Darling, VP Growth Marketing and Kristin Melville, Senior Director, Global ABM–…

by Jamie Diaferia and Jennifer Johnson In this New York Law Journal column, Jamie Diaferia and Jennifer Johnson write: Not long ago, many legal…

Do you have enough digital marketers at your firm? How do you structure their roles? What are law firms doing right in digital, and…

By Jennifer Johnson and Gordon Braun-Woodbury Innovation has become central to the business agendas of many law firms today.  We’re seeing this trend reflected…

How do law firms staff and structure their digital marketing departments? What are best practices when it comes to digital marketing? This survey aims…

Jennifer Johnson From the benefits of bringing new thinking to an unfamiliar sector, to exploring the elements that make up great client service, this…

The business case for Marketing Operations – a formal approach to managing planning, resource allocation, business processes and technology across a Marketing function –…

Thanks to Google Analytics, AdWords, CRM, social media, email marketing systems and other digital tools, today’s legal marketers can measure virtually any aspect of…