MarketOps Consulting

Back in the 1990s, when law firms first started investing in marketing staff and programs, few people paid much attention to marketing measurement. Firms that were early adopters certainly gained attention for their efforts, but very quickly marketing became a basic cost of doing business.  The typical legal marketing department was limited in size, constrained […]

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 their programs and activities. But the troublesome truth is that many of the metrics these tools produce are neither useful nor relevant.  They are Vanity Metrics. They provide the illusion of precision […]

This article was published in the July/August 2018 issue of the Legal Marketing Association’s magazine, Strategies. Go beyond “counting clicks” to ensure your marketing metrics program is relevant and credible For law firm marketers today, creating marketing metrics has become relatively simple.  But building credible, relevant metrics remains a significant challenge. With the shift to […]

This article is based on a Calibrate Legal marketing operations webinar delivered By Gordon Braun-Woodbury and Jennifer Scalzi  in March 2018.  To access the webinar recording and related handouts, click here. In this article, we discuss how Marketing Operations, a rigorous, data-driven approach to managing marketing activity, can help solve many of today’s legal marketing challenges. We also provide some practical […]

Legal Business World has published my article on the IT-Marketing partnership:  http://www.lbw2018us2.legalbusinesslibrary.com/index-h5.html?page=51#page=52

It’s prediction season – time to look ahead at the trends and issues facing our clients in the coming year.  Where law firm marketing is concerned, we predict unrelenting pressure for marketers to streamline operations, reduce costs and deliver tangible results for their firms.  Fortunately, solutions are available — here are four areas that bear […]

Some marketing planning war stories – and a few suggestions and best practices for making the process less painful and more relevant.

I am proud to be one of 10 subject matter experts interviewed for this valuable e-book publshed by Workfront. Key Takeaways: Creating a service level agreement for compliance processes allows organizations to set out clear guidelines for conducting compliance activities and reviews. Capturing and creating repeatable marketing compliance processes protects the organization and can help […]

Invisibly, under your nose, your firm’s contact data is constantly decaying. People change jobs, get transferred or promoted, move companies, retire, join or leave boards. Changes like these happen daily, and keeping up with them across a firm’s entire contact base is a Herculean task. In fact, data consultancy Informatica found that contact data decays […]

At Calibrate Legal, we recently published the 2017 Law Firm Marketing Operations Index — a research study on the maturity of the Marketing Operations function at leading law firms in North America and the UK. This research makes it clear that law firms have not fully embraced the principles of Marketing Operations, including: increasing marketing […]