Tracking your legal marketing dollars

In the past 2 years I have visited with literally hundreds of law firms and small businesses. One problem I see in almost every one of them is that they do not track the Return on Investment of the money they are spending. Some firms spend $100,000 plus in yellow pages or television and have no idea where their business is coming from. It is an arduous process to track the business that comes in, but it is a necessary process. In the marketing analysis's I perform I find that often a firm is spending more money in areas that produce the least amount of results. After the analysis we develop a marketing strategy that realigns the spending dollars and increase the amount of productivity. It is vital to track your business results. Once the tracking system is set up the business has the opportunity to either continue to track it themselves or I can track it with the proper access and provide a quarterly report.