Erika Steinberg | Building Smart Sustainable Marketing for Midsize Law Firms

Erika Steinberg is the founder of CMO2Go, which provides fractional and interim marketing leadership to midsize law firms across the United States. She launched the company more than six years ago with the belief that expert marketing is not just for the largest law firms.

Before founding CMO2Go, Erika held senior marketing leadership roles at Sidley Austin, Kaye Scholer, and Arent Fox. With more than 30 years in legal marketing and business development, she speaks fluent lawyer, understands how law firms operate, and knows how to work effectively inside of them. She helps midsize firms create roadmaps for marketing success, execute on those plans, and maintain momentum by bridging marketing gaps in their teams.

WHAT'S COVERED IN THIS EPISODE ABOUT MARKETING FOR MIDSIZE LAW FIRMS

Midsize law firms bring real advantages to the table when it comes to marketing. With leaner teams and closer collaboration across practices, they often have the ability to move faster and make decisions without the layers of bureaucracy that slow down larger competitors.

Those advantages can disappear without a clear plan. Firms risk siloed initiatives, "random acts of marketing," or goals that lack accountability. It's easy to take on too much or lose steam when busy lawyers don't have the time or support to keep things moving forward.

In this episode of The Lawyer's Edge podcast, Elise Holtzman talks with Erika Steinberg about how midsize firms can build smart, sustainable marketing functions. They explore the difference between tactics and strategy, what it takes to maintain momentum with small teams, and how to create a roadmap that supports both immediate priorities and long-term growth.

2:26 — What it means to “speak fluent lawyer” and why it matters

5:47 — Common misconceptions about creating a marketing plan

7:26 — Mistakes midsize firms make when designing and executing plans

11:24 — How to maintain momentum so projects don’t fizzle out

13:21 — Bridge the Gap: interim marketing leadership in action

17:11 — Navigating challenges when stepping into a firm as interim leader

22:19 — What midsize firms are getting right in their marketing

24:40 — Why tracking business sources matters and where to focus resources

29:17 — The power of collaboration and breaking down silos

32:02 — Why strategy must come before tactics

MENTIONED IN BUILDING SMART, SUSTAINABLE MARKETING FOR MIDSIZE LAW FIRMS

CMO2Go

Connect with Erika on LinkedIn

Get connected with the coaching team: [e-mail]

The Lawyer's Edge

SPONSOR FOR THIS EPISODE

Today's episode is brought to you by the Ignite Women's Business Development Accelerator, a 9-month business development program created BY women lawyers for women lawyers. Ignite is a carefully designed business development program containing content, coaching, and a community of like-minded women who are committed to becoming rainmakers AND supporting the retention and advancement of other women in the profession.

If you are interested in either participating in the program or sponsoring a woman in your firm to enroll, learn more about Ignite and sign up for our registration alerts by visiting www.thelawyersedge.com/ignite.