In a tight economy, it is imperative that time and money be spent on those actions that bring the highest return to an organization, while keeping in mind short- and long-term objectives. Because we are an evolving profession, legal marketers regularly have the task of not only creating value but also documenting the processes that the firm will use to determine benchmarks of value. Once the process for determining value is agreed upon, it is then incumbent on us to use that knowledge to plan future efforts with a focus on increasing that value on a consistent basis. The Basics
