The Marketing Role in Small Firms
Partners in small firms wear many hats, including one for marketing. Members, associates or paralegals are the next most likely to hold responsibility. As firm size increases, reliance on administrative staff, marketing staff and outside resources also rises.
By nature, solos are more likely than larger firms to have no one in a position of primary responsibility when it comes to planning and executing marketing for their firms. Firms with 11 to 20 attorneys rely more on other members of the staff for marketing responsibility. Twenty-eight percent of these firms report that an office manager, assistant or secretary runs marketing initiatives, and 13% report that they have a marketing manager, director or officer in place. Larger firms also delegate marketing responsibility to companies outside the firm with 20% using a marketing consultant, marketing services provider or outside agency.
Source: Harris Interactive study - September 2005
