Although often considered synonymous with one another, the Marketing and Business Development functions occupy quite different spaces within a law firm. No matter how those functions operate within the firm, there is always a need to ensure they are aligned to successfully meet the objectives of the firm.

On today’s episode of the CMO Series Podcast, Charles Cousins is lucky enough to dive into this topic with Mariana Loose, Chief Marketing Officer at Alston and Bird.

Mariana and Charles discuss:

• Mariana’s journey to CMO at Alston and Bird, and the point on that journey she realised how important Marketing and BD alignment was
• The consequences of a misaligned marketing and BD structure
• How marketing and BD should work together and the roles they both play
• How Alston and Bird are aligning these two key functions
• The importance of diagnosis and applying the right resource to benefit the firm
• How to define what "good" looks like for both the functions within the firm
• Advice for other legal marketing professionals on their career journey