Aebra Coe, senior reporter at Law360 wrote an article on how law firm CMOs are moving from tacticians to agents of strategic growth. In the article, Jon Brewer, Senior DealCloud Growth Director at Intapp, shared that changes in client loyalty and the increasing number of stakeholders involved in a business purchase are adding complexity to relationship management, saying:

Lawyers want to do the billable work. I think they’re turning to the marketing and business development teams to define strategies on how they go to market and how they compete.

Law360 – December 23, 2025

‘Change Agents’: Law’s CMOs Shift From Tactical To Strategic