Why Law Firms Must Change Their Marketing Priorities

When Kramer Levin, a firm with over 350 lawyers in New York, Silicon Valley and Paris, conducted a search for a new head of marketing last year, the two finalists were required to give formal presentations to the firm’s executive committee describing their recommendations for the firm’s marketing priorities. Jennifer Manton, the finalist who was ultimately chosen, focused on broadening the position to include more business development activities that will directly drive client growth, including legal project management (LPM) to meet client demands for improved communication and efficiency.

Last fall, when Manton began work in her new position, one of ...