“Doubling down on what works is the most logical marketing decision a growing firm can make. The channel delivered the clients, the returns were there, the model was proven. More spend equals more results — until it doesn’t.
At around $20 million in revenue, most law firms hit a ceiling on their founder channel. The one thing the firm figured out early and rode hard runs out of room. It’s not a spend problem. It’s not an effort problem. The ceiling is structural: the channel has already captured most of the demand it can deliver at that market.
Pouring more into the same channel past that point produces diminishing returns, not growth. The math shifts entirely. High-growth firms at this stage spend at least 17% of revenue on marketing — and spread it across channels. The firms that are flat or declining spend 5% or less, mostly into the same place they’ve always spent it.
The ones that break through $50 million aren’t the ones who found a way to squeeze more out of what already worked. They’re the ones who recognized the ceiling for what it was — structural, not motivational — and started building a second channel before the first one stalled.”
– Hugo E. Gomez, Founder (Abogados NOW)
Watch this video on how the Big Firms run Marketing: