Technology doesn’t wait, and neither can your marketing team. From generative AI reshaping content workflows to data analytics redefining how firms measure ROI, the skills required to compete in the current legal marketing environment are evolving faster than annual budgets can keep pace with. A structured, annual Marketing Team Skills Gap Assessment is a strategic imperative for any law firm CMBDO serious about building a team that can perform at the speed of the market.

Use this checklist to benchmark where your team stands today and identify the targeted investments needed to stay ahead tomorrow.

1. AI Literacy & Technology Adoption

• Assess current team awareness and comfort level with generative AI tools (e.g., ChatGPT, Copilot, Claude)
• Identify which AI tools are currently in use across the department and for what functions
• Evaluate proficiency in AI-assisted content creation and summarization
• Review adoption of AI-powered CRM, email automation or campaign management platforms
• Benchmark team against emerging AI use cases specific to legal marketing (e.g., pitch personalization and deal intelligence)
• Identify team members to serve as internal AI champions or power users
• Establish a minimum AI literacy baseline for all marketing and BD staff

2. Data Analytics & Reporting Skills

• Evaluate team’s ability to interpret marketing analytics dashboards (Google Analytics, CRM reports, etc.)
• Assess proficiency in data visualization tools (Tableau, Power BI, Excel/Sheets)
• Review team understanding of key marketing KPIs: pipeline attribution, share of voice, engagement rates
• Determine if team can independently build and present ROI reports to firm leadership
• Identify where team knowledge falls short on A/B testing, conversion optimization or campaign performance analysis
• Confirm availability of upskilling resources for analytics tools currently in use

3. Video Production & Multimedia Content

• Assess in-house capability to produce short-form video content (LinkedIn, firm social channels)
• Evaluate proficiency with video editing tools (Descript, Adobe Premiere, Canva Video, CapCut, etc.)
• Review team comfort level with on-camera presentation and spokesperson coaching
• Determine if team can independently manage podcast production workflows
• Evaluate whether the team can handle live event or webinar content end-to-end
• Identify whether a dedicated video/multimedia role is needed or if outsourcing is the better model

4. Content Strategy & Thought Leadership Development

• Assess team’s ability to develop strategic content calendars aligned with firm priorities
• Evaluate proficiency in SEO/AEO writing tailored for legal audiences
• Review experience in ghostwriting attorney-bylined articles and white papers
• Assess capability in managing and coaching attorneys through thought leadership programs
• Evaluate understanding of content distribution strategies across digital channels
• Confirm team is current on algorithm changes affecting LinkedIn, Google and legal directories

5. Business Development & Sales Enablement Skills

• Assess team’s proficiency in supporting pitch and proposal development
• Evaluate BD coaching capabilities — can the team effectively coach attorneys on business development behaviors?
• Review familiarity with CRM data hygiene, pipeline tracking, and opportunity management
• Assess capability to facilitate client feedback programs and relationship reviews
• Evaluate team understanding of cross-selling strategies and practice group collaboration
• Determine if team members can independently lead lateral integration planning

6. Digital Marketing & Brand Management

• Assess proficiency in website content management systems (WordPress, etc.)
• Evaluate paid digital advertising skills (Google Ads, LinkedIn Campaign Manager)
• Review capability to manage brand standards and confirm consistency across all firm touchpoints
• Assess email marketing platform proficiency (Constant Contact, Vuture, Mailchimp, etc.)
• Evaluate social media management skills, including content scheduling and analytics interpretation
• Confirm team understanding of ADA compliance and digital accessibility standards

7. Communications, Media & Crisis PR

• Assess team’s ability to draft press releases, media pitches and reactive statements
• Evaluate relationships with key legal and trade media contacts
• Review team’s familiarity with crisis communications protocols and rapid response processes
• Assess capability to coach attorneys on media interview preparation
• Evaluate internal communications skills — writing for firm-wide leadership announcements and intranets
• Confirm media monitoring tools are in use and team can interpret coverage reports

8. Leadership, Project Management & Cross-Functional Collaboration

• Assess team members’ project management proficiency (Asana, Monday.com, Trello, etc.)
• Evaluate ability to manage multiple stakeholders across practice groups and geographies
• Review presentation and executive communication skills
• Assess budget management and vendor negotiation capabilities
• Evaluate team comfort in presenting to firm leadership, partners or the executive committee
• Confirm team members have individual development plans (IDPs) in place

9. Annual Review Action Items

• Document skills assessment results by team member and role
• Identify the top three priority training investments for the coming year
• Explore conference, certification, and online learning resources (e.g., LSSO, LMA, Coursera, LinkedIn Learning)
• Evaluate whether any gaps in team capability point to a need for a new hire or restructured role
• Set measurable upskilling goals tied to annual performance reviews
• Schedule a mid-year check-in to track progress against identified gaps