A Dozen Pointers for a New Marketing Director

A Dozen Pointers for a New Marketing Director
By Kaye Vivian

“Don't think there are no crocodiles because the water is calm.”
--Malayan Proverb

So you’ve just taken on a new role as marketing director or marketing coordinator for a law firm or accounting firm? Congratulations! If you have the right working style, the right skill set, and the right understanding of the environment you have entered, you should find it the most rewarding job of your life. And the most challenging. And the most stimulating. And the most frustrating. These inherent contradictions are what make it such compelling work.

For more than 15 years I worked in the largest professional services firms. As a consultant, I’ve worked with many smaller ones. While I can’t help you with your working style or skill set, I can give you a few tips about working in that environment and help you to succeed.

Have an ally. Find the senior partner who believes in the value of your role--fast. You need someone respected lobbying for your programs, your budget, and your personal advancement at partner meetings and behind closed doors.
Wear a bullet-proof vest. You will be sniped at and catch ricochets surprisingly often. Let the shots bounce off and see them as part of the normal course of business. You’ll earn respect.

Walk like an Egyptian. When in Cairo... You are an important member of the firm, whatever your job title. Walk the walk, talk the talk, work the hours, play the games.
Leave a paper trail. Write memos. Document discussions. Keep orderly files. Auditors love to audit and lawyers love to find chinks in armor. Attention to detail is worthy of respect in these environments. Find someone who will do it for you if you can’t do it yourself.
Seek professional accreditation. Accountants take an exam and become CPAs or CFPs. Lawyers are JDs or LLBs and pass a Bar exam. Take the accreditation exams offered by IABC or PRSA. Get some initials that say you are good at your profession, too.
Prepare for the “jello” factor. Marketing and practice development are not always the top-of-mind issue for partners. There will be times when you feel like marketing is like walking through jello--you can move through it easily but it seals behind you as if you were never there.
Practice juggling. You’ll never have enough time, enough money, enough staff support, enough credibility. Remember the 80/20 Rule and keep your eye on the important balls.
Dress like a partner. Remember Dress For Success? Follow the lead of well-respected partners and make them your role models for appearance. Feel uncomfortable in white shirts and wingtips? Fake it till you make it.
Don’t do the graphics. Sure you are creative and multitalented and can do it all. That’s why they hired you. You want to do the “fun” things yourself, to have a sense of accomplishment. But you also want to succeed, right? Be strategic, not tactical. Let the word processing department do the graphics.
Watch the job market. Studies show that most marketing professionals leave their firms after about 18-24 months. Keep your network lively--even if you’re on a partner track. As the New York Lottery says, “Hey, you never know!”
Get your own budget. This is no easy task when you are not a partner. But if you control money, you have better control of your own destiny in the firm. Aim high, but be willing to start small.
Local networks are good. Discover AAM and NALFMA. They have local chapters all over the country. Pay the membership fees yourself, if necessary. If no organization for professional firm marketing professionals exists in your city, start one! Ask AAM or NALFMA for pointers.

Author's Recommended Links:

Association for Accounting Marketing (AAM) (www.accountingmarketing.com)
Founded 10 years ago, AAM is notable for the generous support and networking of its members. There are a few local chapters in larger cities.
National Law Firm Marketing Administrators (NALFMA) (www.nalfma.org)
NALFMA is a dynamic association of law firm marketing professionals. They have an excellent “members only” support section on their web site, including a job bank and discussion groups.
Guerilla Marketing (www.gmarketing.com)
If you only have 15 minutes a day, you can learn all you need to know about the full spectrum of marketing and sales tactics from this site. Your “wired” partners probably already read it.
Ragan Communications (www.ragan.com)
If electronic communications or traditional print publications are a large part of your job, you’ll want to know the Ragan publications.
IOMA (www.ioma.com)
IOMA’s publications cover every aspect of managing, developing, marketing and accounting for a professional practice. If it’s an issue, they cover it--and most of their subscription publication articles are archived online.
The ‘Lectric Law Library (www.lectlaw.com)
Spend some time on this site and get familiar with terminology, types of legal practices, issues that law firm management faces today, and resources available on the Internet.
AccountingNet (www.accountingnet.com)
A truly outstanding resource for accountants and anyone working with them. Learn the jargon, find feature articles, read the discussion forums and get familiar with the issues firms face.