The incoming Marketing & Business Development leader of an AmLaw 200 law firm learned that the firm’s marketing technology was not delivering the results expected by partners, attorneys and staff members. Previous attempts at improvement had been unsuccessful due to an overly complex infrastructure and lack of skills in the legacy team.
The CMO engaged Calibrate to conduct an independent review of the firm’s marketing technology, data, processes and the legacy team’s competencies. Over a six-week engagement, Calibrate interviewed 17 stakeholders, including attorneys, system users, IT specialists and vendors and presented the CMO with fact based, concrete improvement recommendations, for both the short and long term.
Following delivery of the report, Calibrate was engaged to provide interim leadership for the legacy MarTech team while a search for a new leader was conducted. This brought focus and stability to the team’s activities, and provided the new MarTech leader with a roadmap for the first 90 days of his mandate.