MARKETING TECHNOLOGY
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The Evolving Role of Marketing
The Evolving Role of Marketing
As marketing departments continue to progress within law firms, two functions – technology and
operations – have emerged and proven valuable in driving innovation and evolution within legal
marketing. ILTA interviewed four marketing technology and operations professionals regarding their
role, necessary systems and how they anticipate these functions will change going forward.
What role does the marketing technologist/operations
person play within the firm?
Pay Azimi: My role is to help bridge the gap between
marketing and IT. I oversee marketing technology tools
and implement solutions that align with the firm's business
development goals. I utilize my role to provide guidance on
new trends, introduce up and coming soware tools and
educate the department on best practices. My team works
like an internal support line for the department, we handle all
digital marketing requests and troubleshoot issues that arise
on a daily basis.
Sunny Bane: I see these as two separate things, but I am
responsible for both. Operationally, that includes monitoring
marketing expenditures for our practice groups, sectors
and offices; managing an event planning team; providing
mailing campaign support; and, implementing procedures
and processes to improve overall department efficiency.
Technologically, my role is to develop and support the
systems that streamline and strengthen the effectiveness of
the firm's marketing and business development initiatives.
Those systems include CRM, proposal generation, experience
and expertise platforms, and collateral management (to
name a few). My team handles access rights, user support/
troubleshooting, training, collaboration with IT, testing/QA,
and project management for rollouts and upgrades.
PA
SB
