Legal marketing continues to undergo rapid and significant change. Just in the past 10 years, we have seen the growth of social media, a slew of new technology tools, and the growth of practice management. All of those have significant impact on the legal marketing function. Both COOs and chief marketing officers have to take these changes into account as they organise the marketing function.
Combined with all of this has been the rise of business development as an integral part of the marketing function. This has led some firms to have separate marketing and business development leaders.
But more significantly, because business development tends to be aligned by practice group, we are seeing many more dotted lines of authority so that marketing managers have responsibilities both to their marketing supervisor and to their practice group leader. This is making recruiting much more challenging, as departments are often straying from a traditional pyramid reporting structure.