In the November/December issue of Law Practice, my marketing column is entitled "Auditing Your Efforts" and discusses the value and importance of a law firm objectively auditing its marketing and business development efforts. Read it to see how I compare myself favorably to Tom Cruise (although the editorial team deleted my reference to Scientology).
There was a time when spending money on an audit would have been borderline crazy--since so little time and effort was being invested--what did you really have to lose anyway? Today, however, law firms are investing heavily in these endeavors and often find that efforts are often...overpriced, ineffective, or simply off the mark. A proper audit is an important accompaniment to a strategic plan and a budget. The time has come where ROI needs to be measured, and a firm's marketing foundation solidified. It is not all that different from the recent energy audit conducted on my home--imagine how much I would save with the right equipment and resources in place? If your law firm has never conducted a thorough marketing audit, talk to me about it. Year-end and the start of a new year are perfect times to evaluate. As I like to say, stop throwing good money after bad.