Lawyers ask me all the time how much salary they have to pay to get a good marketing director. The marketer would be somebody who generates revenue and is not part of overhead, so the salary is an investment.
You'll also want someone with experience in handling standard marketing activities such as brochures, advertising, direct mail, newsletters, email broadcasts, seminars & events, public relations, branding and your Web site. A marketer will give a law firm a strategy, articulate the firm's unique sales proposition, and generate leads.
Important: the lawyers are still responsible for closing new clients, opening the new files and acting as the firm's sales force. Your marketer is not your sales rep.
Here's what law firms are offering right now:
- 27-lawyer litigation boutique in Atlanta: $100,000 for a marketer with 5 years of experience.
- 120-lawyer firm in Chicago: $100,000 - $150,000 for 8 years' experience.
- 1,300 lawyer firm headquartered in Philadelphia: $100,000
- 114-lawyer firm in Oklahoma City: $100,000 - $125,000