Law firm CMOs juggle an extraordinary range of responsibilities, from guiding firm-wide strategy to managing daily execution. To help navigate the scope of the role, this collection of checklists offers a structured way to stay on top of priorities throughout the year. Each list is designed to spark action, ensure consistency, and give marketing leaders a framework to measure progress. Whether you’re reviewing your annual plan, strengthening relationships with stakeholders or preparing for firm milestones, these checklists provide practical tools to keep your initiatives moving forward.

Organized by category, the resources span every corner of a CMO’s responsibilities from strategic planning and leadership, business development, communications and PR, digital and content marketing, branding and creative, talent and culture, and events and sponsorships.

They are built to be flexible: A CMO can use them as quarterly reminders, team training resources or even prompts for conversations with firm leadership. This growing library is meant to serve as a living playbook, giving law firm marketing leaders the confidence and clarity needed to manage both long-term goals and immediate demands.

Linked checklists are available with more expected to be added each week.

Strategic Planning & Leadership

• Annual marketing plan review
• Departmental budget check-in
• Lateral integration marketing
• Pitch/proposal process audit
• Competitive intelligence deep dive
• Marketing technology review
• Dashboard and reporting review
• Internal stakeholder alignment
• CMO self-assessment
• Succession planning for marketing leaders
• Managing a performance improvement plan

Business Development

• Key client team check-in
• Cross-selling opportunities review
• Industry group strategy refresh
• Practice group BD coaching plan
• CRM data hygiene
• Pitch materials update
• Referral source engagement
• Post-matter client feedback loop
• Alumni relations strategy

Communications & PR

• Awards and rankings tracker
• PR contact refresh
• Op-ed and byline pipeline check
• Spokesperson media training checklist
• Crisis comms readiness
• Internal communications calendar
• Media coverage analysis
• Litigation and transaction press planning

Digital & Content Marketing

• Website audit
• SEO health check
• Blog editorial calendar
• Video marketing checklist
• Podcast planning and promotion
• Newsletter engagement metrics
• Social listening and engagement review
• Email marketing performance

Branding & Creative

• Visual brand consistency audit
• Proposal template refresh
• Firm headshot
• Photographer instruction sheet
• Opening a new office
• Elevator pitch and messaging check
• Anniversary or milestone campaign planning

Talent & Culture

• Marketing team skill gap analysis
• DEI marketing integration
• Onboarding plan for new marketing hires
• External vendor evaluation
• Professional development opportunities review
• Job description refresh

Events & Sponsorships

• Conference calendar planning
• Holiday card and gifting prep
• Sponsorship evaluation checklist
• Signature firm event planning and post-mortem
• Maximizing conference attendance checklist
• Building a firm store

Beth Huffman, a vice president at Poston Communications, curated this list based on her more than 40 years of experience in communications, media and marketing. She was head of marketing at an Am Law 100 law firm, where she was responsible for leading the branding and internal and external communications initiatives.