The results of marketing and public relations are notoriously difficult to measure, particularly in the realm of professional services. One reason is that marketing these services is a long-term, relationship-building process. For example, a prospective client may hear one of your attorneys speak, then receive your email newsletter a month later, and three months after that meet with another one of your attorneys for lunch. When that prospect finally signs up for a service, perhaps a year later, what do you measure?

There are steps you can take to capture useful information and measure your results to the extent they can be quantified. It’s not rocket science; it just takes some discipline.