Inside many law firms, partners have historically seen chief marketing officers as the face of expensive cost centers that often don’t add enough value to justify their expense. So perhaps it was not surprising that when the pandemic hit last year, their teams were among the first included in layoffs and budget cuts.
But over the last several months, a new narrative has emerged. Law firms have turned bullish toward investments in marketing and technology. A recent study of 127 firms in the U.S., Canada and the U.K. found that 84% planned to increase digital marketing technology and programs.