Don't waste marketers

Top law firms are employing a new breed of marketer on high salaries, but some are refusing to give them strong enough positions in the firm.

If firms want to get the most out of their marketers they need to give them the power to make key strategic decisions at every level of the firm. Rather than employing the marketer simply to attract new business, they should be employed in every element of the firm's internal and external communications – from setting prices to staff benefits and salaries through to corporate identity and marketing communications.

Bringing in non-lawyers to help resolve business issues makes sound business sense. Emasculating them when they get there is a waste.