Operating without a strategic marketing plan is like constructing a building without a blueprint. You can do it, but chances are you won't like the outcome. With a blueprint, the builder knows whether it will be a shed or a cathedral. Likewise, with a well-defined marketing strategy, you can move forward confidently knowing what kind of future you're building—and how and why the dollars are being spent. There isn’t a law firm I know that doesn’t like to know a little something about the potential for return on investment.Originally published February 2, 2012
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