The Top Challenge for Legal CMOs: Building a Next Generation Growth Engine

In this episode of the Future of the Firm podcast, Emma Carroll, our Head of Content, speaks to Karen Morton, the Chief Marketing Officer of Cleary Gottlieb and President of LMA Europe. They discuss the newly launched report, produced in a collaboration between Source and the Legal Marketing Association Europe, that examines The Top Challenge for Legal CMOs: Building a Next Generation Growth Engine. 

Karen and Emma shared their insights on these matters and more: 

• Revenue generation is a core part of the CMO’s role, and 67% of those surveyed say it is set to become even more important. With growth a big goal for firms today, their marketing leaders need to free up time and resource to support them with this. 

• 96% of marketing leaders say they’ll be investing more in technology within their function over the next 18 months. Challenges they face include knowing the optimal timing for tech investment, guaranteeing seamless integration across disparate systems, and transforming raw data into meaningful insights. 

• Over 50% of respondents from the survey say that using technology and analytics to better understand client behaviour and deliver an exceptional experience is crucial. This shift further towards data-driven insights is now central to the role of CMOs. 

• Law firm marketing and business development leaders should prioritise using technology to increase efficiency and output by automating mundane tasks and reducing human error, thus creating a high-performing and sustainable team. 

• Law firms need to move away from mass content distribution and instead focus on delivering personalised, targeted insights that really resonate with clients. 

If you enjoyed this conversation, don’t miss our sister podcast, Business Leader’s Voice. In a recent episode, we talked to Aurelija Pletiene, Director of Product Management at Vinted, about how you can cut through the noise to align, focus, and deliver innovation around trust and safety.