Marketing Operations Index

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To measure the progress of Marketing Operations in the law firm sector we surveyed Chief Marketing Officers and equivalents at 280 of the largest law firms in the United States, Canada and the United Kingdom. The 68 respondents included 22% of the world’s Top 50 global law firms.

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The rapidly growing discipline of Marketing Operations seeks to increase marketing efficiency and organizational agility, and to measure, in a continuous and systematic way, how the marketing function helps businesses grow revenue.

Marketing Operations arose more than two decades ago in the technology and consumer goods sectors. Initially, law firms were slow adopters, but today, leading firms are establishing dedicated Marketing Operations functions, led by highly qualified senior professionals in a bid to measure and manage the return on investment (ROI) of their marketing and business development (BD) expenditures.

This research, conducted by 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. Although the research reveals pockets of excellence and motivation, it shows that law firms, as a group, are not leaders in adopting the Marketing Operations best practices that have been successful in other sectors.