Every growing law firm reaches a crossroads where the founding attorney can no longer juggle every role. The marketing director decision becomes unavoidable, but timing and selection make all the difference between transformative growth and costly disappointment.

When should you hire a marketing director? The answer might surprise you: now, or at least as quickly as possible. A dedicated marketing professional creates a powerful multiplier effect – while you handle cases and client meetings, they ensure your pipeline stays consistently full. The right marketing hire doesn't just cover their salary; they generate significant returns that compound over time.

Most small firm owners struggle with relinquishing control of marketing. We started our firms because we wanted more than just practicing law – we wanted to build something, learn business skills, and wear multiple hats. But this mindset creates problems when hiring marketing talent. Your first marketing hire rarely comes with comprehensive expertise, and neither do you. The solution? Experiment with fractional relationships first, bring your marketing person to educational events where you're learning, and develop their skills alongside your own.

Creating an effective hiring process means developing a clear ideal candidate profile, prioritizing attitude over specific skills, and asking revealing questions during interviews. Try these: "What are you currently reading or listening to?" "What would a previous employer say was your worst quality?" Watch how candidates explain topics they're passionate about, then compare their enthusiasm when discussing previous marketing work. This reveals whether they genuinely know what they claim to know.

Remember to respect title progression – don't call your entry-level marketing hire a "Director" or "CMO." They must earn those titles through demonstrated competence and leadership. Your ultimate goal should be building a firm that doesn't collapse without your daily presence – one where you can disappear for three weeks knowing everything will continue running smoothly.

Ready to transform your marketing approach and build a firm that works for you rather than the other way around? Join us at the Great Legal Marketing Summit on October 23-25 in Washington DC – bring your marketing director! Get tickets at glmsummit.com.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

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