The first-chair marketing leader of an Am Law 100 firm was concerned about how the firm handled digital marketing tasks. Responsibility for digital was scattered across several different units, creating inefficiencies, a fragmented user experience, and dissatisfaction among attorneys. Calibrate was engaged to review digital marketing processes and recommend potential changes.
Calibrate analyzed the structure of the current team and how the various units addressed digital marketing strategy and tactics. The team also benchmarked digital marketing structures and organizations at peer firms and provided a set of recommendations for centralizing digital functions under a single team.
Calibrate’s independent assessment gave the marketing leader a roadmap for the firm’s approach to digital transformation of the marketing team. Using the report, the leader was able to build a case for change.