Law Practice Benchmark
Marketing budgets rise at largest firms, stagnate at smaller firms. Marketing budgets rose at America's largest law firms in 2005, increasing an average of 29 percent and 37 percent at AmLaw 100 and AmLaw 200 firms, respectively. However, as the larger firms ramp up their commitment to marketing, smaller firms' budgets have remained unchanged. BTI's most recent research with chief marketing officers and marketing directors reveals that small to midsize law firms are not keeping up with their larger counterparts in investing more dollars in marketing and client development efforts. The results could be devastating to some smaller law firms, says Marcie L. Borgal, BTI's lead analyst. "Larger firms are keying in to increased competition and intensified client demands. They are investing more heavily in marketing and client relations, beefing up their in-house marketing departments and launching new, innovative business development programs," she says. "Smaller law firms will reap rewards from taking their cue."