Editor’s Note: This story is adapted from ALM’s Mid-Market Report. For more business of law coverage exclusively geared toward midsize firms, sign up for a free trial subscription to ALM’s new weekly newsletter, The Mid-Market Report.

“If it ain’t broke, don’t fix it” is surely not a phrase posted around the offices of many marketing firms, but for law firms—often longstanding institutions bound by tradition, professionalism,  and prestige, and perhaps named for long-deceased dignitaries—it can be an unspoken way of life.