With reports that the average tenure for law firm marketing professionals is a mere 18 months, lawyers have started to ask why law firm marketing people come and go so quickly. Even though lawyers themselves now, more frequently, come and go from law firms in pursuit of better strategic or culture fits, the presumption is that the turnover in marketing talent is a bad thing.

In fact, this churn is driving the evolution of legal marketing in the most positive sense. The turnover in recent years has been a catalyst for both the firms doing the hiring and the candidates doing the accepting, to articulate more clearly how they will create and use the increasingly robust marketing capabilities required to differentiate one firm from another.

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