Partner commitment - especially at smaller practices - is the most limiting factor when it comes to law firms in the north-west carrying out successful marketing, research has found.


Nearly 40% of heads of marketing told Strike Marketing's survey of 150 firms in the region that partners do not put enough time and effort into marketing. This was particularly the case at smaller firms, where major decisions are made by committee.



The findings indicated that firms are not ready for the impact of the Legal Services Bill. Only 25% said the Clementi reforms would affect the way they market themselves. Half said it would not, but a number then admitted this was in part caused by their ignorance of how they will work. Many welcomed the prospect of bringing non-lawyer managers, including marketeers, into the partnership, however.



Gary Cook, head of the professional practices team at accountants Booth Ainsworth and one of the survey's specialist contributors, said the increasing need for firms, post-Clementi, to have detailed market data and develop marketing strategies will make it important to have a marketing partner on the executive board.