The Rise of the Empowered CMO

A tense moment at the partner retreat: objections gaining momentum, partners digging in their heels. Then, the CMO rises from their seat, eyes blazing with conviction. “Obstacles? Sure. Hard? Absolutely. But the decisions are made. We’re doing this – and I’ll back every partner who’s in. This will succeed.”

Silence falls. Naysayers freeze. In that moment, they own the room – not the managing partner, but the CMO, fearless and unstoppable.

This is the empowered CMO, and they’re reshaping law firms. They don’t just market – they lead, they fight, they win. BTI’s latest survey of law firm marketing leaders lays it bare: how many CMOs hold this power, who’s driving this seismic change, and who’s charging toward this elite status.

22%* are Empowered – They command attention and everyone knows it. Not only are their decisions backed by conviction – but backed by data and firm leadership.

23% are Influencers – They sway decisions. Key leaders within the firm value their opinions – and back them. These CMOs are on their way to true empowerment.

Almost all of the remaining 55% are working to get themselves into these spots. Some of their key behaviors include:

• Unwavering belief in their approach
• Relying on passion as an equal element to strategy, data, and results
• Always socializing an idea or approach
• Socializing their ideas months (if not years) in advance of receiving approval
• Embracing supportive partners
• Going for the big wins
• Inviting themselves to leadership conversations
• Studying, preparing, and rehearsing what they will say at a leadership meeting
• Always adding to leadership conversations
• Initiating and maintaining dialogue with supportive partners
• Helping supportive partners with big wins
• Updating leadership on the big things – even when (and especially when) they don’t ask
• Always in motion and gaining momentum

Law Firms Ripe for the Empowered CMO

Law firm leaders are actively delegating decision-making to business professionals. This trend is only accelerating under the current law firm turmoil as leaders are otherwise engaged – creating a void. See the blog post on our Law Firm Leader Survey for more on this.

The window is now open. CMOs who step up now can ride this wave to a whole new level of job satisfaction.