Calibrate is pleased to present the findings of our 2023 Law Firm Marketing Operations Index research study.
As a follow-up to our Marketing Operations Index study performed in 2017, this year we set forth to build a picture of the progress the legal industry has made in adopting marketing operations best practices. As a result of that journey, our research shows we are in the age of data-driven legal marketing.
Our research further suggests marketing leaders are getting behind technology and data initiatives that will not only show marketing’s impact on, and further prove value to, law firms, but will also surface opportunities that may have been hidden or gone unnoticed historically. For marketing operations in 2023 and beyond, the priority that looms above all others is leveraging that data to make smarter, more informed, and strategic business development decisions.
The Marketing Operations Index maps the maturity of Marketing Operations at law firms against a common set of leading business practices used by high-performing marketing and business development organizations across seven categories:
- Business Alignment and Accountability
- Performance Management
- Business Processes
- Revenue Enablement
- Systems and Technology
- Talent and Knowledge
The 2023 Marketing Operations Index report is comprised of responses from Chief Marketing Officers and equivalents at 70 law firms across North America, representing 25% of the world’s top 200 global law firms. Responses were aggregated then analyzed to reflect the current state of marketing operations at law firms.