The CMO’s role is evolving towards the development and implementation of a firm’s strategy and responsible business practices are becoming an integral consideration, says Lisa Hart Shepherd.
Marketing is increasingly finding itself in the unofficial role as the ‘guardian’ of the firm’s responsible business activity. There are three main drivers behind this, illustrated in our inaugural Responsible Business Annual Report and benchmark of 125 of the leading global law firms.
Sixty-two per cent of UK-based GCs already ask firms to report on specific ESG metrics. These requests are often routed to marketing and BD teams. Simply put, marketing and BD teams are often the firm’s first responders for any responsible business-related enquiries.
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