Client expectations, technological advancements, and competitive pressures are reshaping how law firms approach marketing, business development, and client relationships. In an interview with Asian Legal Business, Baker McKenzie's Global Chief Marketing Officer, Angela Petros, discusses the changing role and demands of law firm CMOs.
Angela notes, "The role of a law firm CMO has evolved dramatically over the last 10 years. While strengthening brand preference remains important, CMOs now need a diverse set of skills to be strategic partners to the firm, driving interest, demand, and revenue."
She explains, "CMOs must understand how to 'sell' the firm and assist our lawyers in building their business development skills to successfully win work."
In a market as diverse as Asia, international law firms face the challenge of maintaining global consistency while accommodating local cultural and regulatory considerations. Angela notes that successful global brand management begins with understanding client needs in each market. "We always start with the clients and think about what is relevant to them and how we can help them."
AI has also emerged as a transformative force in legal marketing, challenging CMOs to stay ahead of the curve. "I believe technologies like AI will continue to drive operational efficiencies," notes Angela, adding that Baker McKenzie is "focused on upskilling the team in AI and embedding AI at scale."
Read the full article here: ALB ASIA APRIL 2025