“A legal marketing expert and friend of mine, Ron Latz, who serves as a fractional CMO for meaningful law firms across the country, recently wrote a great LinkedIn post about how attorneys should engage with marketing agencies.
He emphasized the importance of avoiding ambiguity in these conversations. If you’re going to work with a marketing company, come prepared with clear goals. Simply aiming for “growth” isn’t sufficient.
Define how many cases you want, how many phone calls you want, and how much revenue you want to generate. Agree on what success looks like and then reverse engineer your strategy. For instance, an attorney seeking 50 PI cases per month in Florida will have a very different economic forecast compared to someone targeting the same type of cases in Arizona.
I always advise clients to come prepared when discussing potential consulting arrangements. I often ask them via email to get to the core of the issue: what investment level is likely required to advance to the next phase of their business? This is more often a financial modeling conversation rather than just a marketing discussion.”
– Hugo E. Gomez, Founder (Abogados Now)