Marketing Starts at the Top: The Role of Partners in Driving Growth

For many law firms, marketing is often seen as something the marketing team handles, with little involvement from the leadership team beyond approving budgets or campaigns. However, in reality, successful law firm marketing begins with the partners. Their buy-in, participation, and vision are critical to driving sustainable growth and creating a culture where marketing and business development thrive.

Here’s why marketing must start at the top—and how partners can lead the way.

1. Setting the Strategic Vision

Partners are uniquely positioned to define the firm’s marketing strategy. They deeply understand the firm’s core strengths, its ideal clients, and the areas primed for growth. Without clear direction from leadership, marketing efforts risk becoming disjointed, prioritising short-term tactics over long-term outcomes.

How to Lead:

• Define the firm’s key growth priorities—whether it’s entering a new practice area, targeting a specific industry, or building visibility in a new region.

• Share this vision with your team, ensuring alignment and a clear focus on achieving strategic goals.

While partners provide the vision, executing it requires the right team with the right skills. Strong market development capabilities, paired with strategic oversight, can transform a good strategy into measurable results—enter the fractional CMO to bring this alignment to life.

2. Leading by Example

Marketing is about more than campaigns—it’s about relationships. Partners are the public face of the firm, whether networking at industry events or engaging with potential clients. Partners actively participating in business development set a powerful example for the entire team.

How to Lead:

• Attend key client events and industry conferences.

• Keep your LinkedIn profile current and share relevant thought leadership.

• Be visible—clients and prospects connect with people, not just a corporate logo.

A partner’s leadership in these areas underscores the importance of building authentic connections and demonstrates to the team that marketing is a shared responsibility.

3. Encouraging a Marketing Culture

Successful marketing isn’t just the responsibility of a single team; it requires a firm-wide commitment. Fee-earners may see marketing as a distraction from billable work, but when partners prioritise it, they can shift perceptions. Embedding a culture of marketing ensures that everyone understands its role in the firm’s growth.

How to Lead:

• Foster collaboration across practice areas to identify cross-selling opportunities.

• Recognise and reward marketing contributions, like a strong referral or published article.

• Dedicate time in partner or team meetings to update everyone on marketing initiatives.

Building this culture isn’t just about awareness—it’s about creating buy-in at every firm level.

4. Providing Valuable Insights

Partners’ decades of experience and client knowledge are invaluable for sharpening marketing campaigns and targeting efforts. From identifying client needs to sharing direct feedback, partners play a critical role in ensuring the marketing team works with the best information available.

How to Lead:

• Share industry trends or client feedback with the marketing team.

• Contribute to brainstorming sessions for campaigns or content, bringing your perspective.

• Collaborate on thought leadership to reflect your expertise and the firm’s unique value.

This collaborative approach bridges the gap between strategic leadership and tactical marketing execution, ensuring that efforts are grounded in real-world insights.

5. Driving Accountability

Marketing is an investment that should deliver measurable results. Partners are key to ensuring accountability—not just for the marketing team but also for themselves. Monitoring progress, measuring ROI, and maintaining high standards can transform marketing from a necessary function to a true driver of growth.

How to Lead:

• Establish clear objectives for marketing activities, such as increasing referrals by 20% or boosting client retention rates.

• Regularly review progress with the marketing team, ensuring alignment with goals.

• Offer constructive feedback to refine efforts and maintain momentum.

Accountability ensures marketing delivers value for the firm, reinforcing its importance as part of the overall business strategy.

Conclusion

For firms looking to grow, marketing cannot be relegated to the sidelines. While partners lead by defining the vision and driving engagement, having a team equipped with the right market development skills is just as crucial. A well-supported marketing strategy is a cornerstone of sustainable growth.

In today’s competitive environment, firms need leadership teams willing to champion their brand and growth strategy. Marketing starts at the top—so what steps will you take to ensure your firm stands out?

Mary Cloonan is the Founder of Marketing Clever

Reach out to us at Marketing Clever, to learn how we can help you build visible expertise for your business.