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As 2007 comes to a close, we gathered insights from six chief marketing officers at large law firms. They have provided us with their views on the ever-changing world of legal marketing and offered their perspectives and recommendations on how to be successful in this industry. The following leaders have more than 25 years of combined experience as CMOs, and each manages a team of more than 30 professionals: Barbara Bryant, CMO at Alston & Bird; Jim Durham, CMO at Ropes & Gray; Stephanie Goldstein, CMO at WilmerHale; Despina Kartson, CMO at Latham & Watkins; Wendy Taylor, CMO at Hogan & Hartson; and Isabelle Young, CMO at White & Case.

Marketing the Law Firm: What do you look for today when hiring for your team?

Barbara Bryant: I look for candidates with legal marketing or professional services experience. I may include an actual writing component as part of the interview process. When hiring managers, I look for someone with managerial experience who can manage the functioning of the department and the employees by motivating and team building.

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