BE PART OF THE CHANGE Recent years have seen a tremendous shift in almost all aspects of the UK legal services sector, but few have been more tangible than the transformation of senior marketing roles. What was once seen, somewhat disparagingly, as a ‘back office’ position is now taking its place shoulder to shoulder with the leading firms’ most senior rainmakers. Law firms are finally waking up to the fact that marketing makes money. Not all, however, have quite yet cottoned on to precisely how. Most firms now recognise that as they and their clients grapple with the realities of digital transformation, the specialists leading this thinking are unlikely to be lawyers.