How to Get Attorneys to Buy In on Legal Marketing Plans

Good marketing ideas alone won't get attorneys to follow through. In this "Spill the Ink" episode, Michelle Calcote King talks to Sheenika Gandhi, Chief Marketing Officer at Greenberg Glusker, who reveals her proven strategies for transforming attorney resistance into marketing commitment.

Sheenika started her career wanting to be a lawyer, went to law school and took the bar exam before discovering legal marketing. Her law school credentials encourage attorneys to listen to her openly, as she gets their world and speaks their language. Bringing her unique perspective to the table, Sheenika shares her systematic approach to overcoming common resistance points with attorneys involved in marketing-related tasks. Through monthly coaching calls and carefully crafted marketing plans, she's built a framework that balances billable hour pressures with business development goals while advocating successfully for additional resources by tracking data and demonstrating measurable value.

Here’s a glimpse of what you’ll learn

• Why attorneys resist marketing and how to address their biggest fears.

• The steps to building internal credibility that gets attorneys excited to work with you.

• How Sheenika Gandhi structures her monthly coaching calls for optimal results.

• Tactics for working around billable hour pressures without compromising client work.

• Strategies to make marketing feel effortless for busy lawyers.

• How to collaborate while protecting your marketing team from becoming the firm catch-all.

• Key data to track when advocating for marketing resources.

About our featured guest

Sheenika S. Gandhi is the Chief Marketing Officer at Greenberg Glusker. She leads the firm’s marketing and business development strategy, lateral partner recruiting and corporate social responsibility initiatives.

She serves as a trusted advisor to the firm and works seamlessly alongside the rest of the C-Suite to view the firm holistically, using this unique vantage point to pinpoint growth areas. She oversees a high-performing team responsible for sponsorships, events, communications, public relations, rankings and recognition, digital marketing, marketing technology, business development and client service.

Sheenika maintains a strong network and vigilantly monitors trends and breakthroughs in legal marketing. In 2024, she joined the International Board of Directors for the Legal Marketing Association (LMA), the preeminent organization for legal marketing professionals, after previously serving as the Co-Chair of the Small Firm / Solo Team Shared Interest Group (SIG). She was a member of the LMA’s 2021 Annual Conference Advisory Committee and previously served as the Chair of the Southern California Chapter of LMA.

She is a sought-after voice on marketing and leadership trends. She regularly speaks at conferences for organizations, including the LMA, California Lawyers Association and LegalWeek, and authors articles on strategy, professional development and diversity, equity and inclusion (DEI). She has also appeared as a guest on numerous podcasts, often describing her career journey and lessons learned.

Resources mentioned in this episode

• Check out Greenberg Glusker

• Follow Greenberg Glusker on LinkedIn

• Connect with Sheenika Gandhi on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

Sponsor for this episode

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. 

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or email them at [e-mail] today.