by Sander Coxe
On June 21, the Metro New York CMO Shared Interest Group gathered for a discussion on “Making the Business Case for Marketing Operations,” by Calibrate Legal’s Gordon Braun-Woodbury and Jennifer Johnson Scalzi. Gordon and Jenn discussed the emerging discipline of marketing operations, how it seeks to increase marketing/BD efficiency and organizational agility, and how law firm marketing professionals – which they refer to as “revenue enablers” can measure its effect on revenue growth.
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| Gordon Braun-Woodbury |
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Jennifer Johnson Scalzi |
Attendees reviewed the results of Calibrate Legal’s latest research study, which benchmarked how North American and UK law firms measure up against seven dimensions of marketing operations effectiveness, including: business alignment and accountability, performance management, data, Business Processes, revenue enablement, systems and technology, and talent and knowledge.
Many thanks to Jay Linder, Kelly Ann Cummings and Cleary Gottlieb Steen & Hamilton for hosting the event.
The CMO SIG comprises Metro New York LMA members who are the most senior in-house marketing and business development leaders of law firms and other professional services firms.