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🇺🇸 Certified Legal Manager (CLM) · flashcards
Certified Legal Manager (CLM) Marketing and Business Development Flashcards
60 question-and-answer cards covering Marketing and Business Development as it is examined in Certified Legal Manager (CLM). 24 of them are printed below, taken from across the deck — no signup, no paywall on the preview.
24 sample cards from the Marketing and Business Development deck
Sampled from the end of the deck, so these are different cards from the ones shown on the syllabus page.
What is client lifetime value (CLV)?
The total revenue or profit a firm expects to earn from a client over the entire duration of the relationship.
What is a Net Promoter Score (NPS)?
A loyalty metric based on asking clients how likely they are to recommend the firm (0-10); NPS = % Promoters (9-10) minus % Detractors (0-6).
What is a client satisfaction survey used for?
To gather structured feedback on clients' experience and perceptions, identifying strengths, service gaps, and opportunities to improve retention.
What is client churn (attrition)?
The loss of clients over a period; the churn rate measures the percentage of clients who stop using the firm's services.
What is performance measurement in marketing?
The systematic tracking and evaluation of marketing activities against objectives using metrics and KPIs to assess effectiveness and inform decisions.
What does KPI stand for?
Key Performance Indicator — a quantifiable measure used to track progress toward a specific marketing or business objective.
How is marketing Return on Investment (ROI) calculated?
ROI = (Revenue gained from marketing minus Marketing cost) / Marketing cost, expressed as a percentage.
What is Cost Per Lead (CPL) and how is it calculated?
The average cost to generate one lead: CPL = Total Marketing Spend / Number of Leads Generated.
What is Cost of Client Acquisition (CAC) and how is it calculated?
The average cost to acquire one new client: CAC = Total Sales and Marketing Costs / Number of New Clients Acquired.
What is a marketing dashboard?
A visual reporting tool that consolidates key marketing metrics and KPIs in one place for at-a-glance monitoring of performance.
What are external communications in a law firm?
Outbound messaging directed at audiences outside the firm—clients, media, prospects, and the public—including PR, press releases, advertising, and publications.
What is public relations (PR)?
The strategic management of communication and relationships between the firm and the public/media to build and protect reputation, often through earned (unpaid) coverage.
What is the difference between earned, owned, and paid media?
Earned media is publicity gained through PR/coverage; owned media is firm-controlled channels (website, blog); paid media is purchased advertising space.
What is a crisis communication plan?
A predefined strategy for managing and communicating during an emergency or reputational threat to control the message and protect the firm's reputation.
What is a thought leadership strategy?
Positioning the firm and its lawyers as authoritative experts through publications, speaking, and insights to build credibility and attract clients.
What is sponsorship in marketing?
A firm providing financial or in-kind support to an event, organization, or cause in exchange for brand exposure and association with that activity.
How do events and sponsorships support marketing objectives?
They build brand awareness, generate leads, strengthen client relationships through face-to-face engagement, and demonstrate community or industry involvement.
What is the difference between sponsoring and hosting an event?
Sponsoring means funding/supporting a third party's event for exposure; hosting means the firm organizes and runs its own event, controlling content and guest list.
What is internal marketing in a professional services firm?
Communicating and promoting the firm's brand, values, and marketing initiatives to its own staff so employees understand, support, and deliver the brand promise.
Why is internal marketing important for client experience?
Because employees who understand and embrace the brand and service standards deliver them consistently to clients, making staff effective brand ambassadors.
What is employer branding?
Promoting the firm as a desirable place to work to attract, recruit, and retain talent, shaping perceptions among current and prospective employees.
What is a marketing budget?
The allocated financial plan specifying how much the firm will spend on marketing activities over a period and how those funds are distributed across initiatives.
What is the marketing funnel (AIDA model)?
A model of the client journey: Awareness, Interest, Desire, and Action—guiding prospects from first contact to engagement.
What is a target audience (target market)?
The specific group of clients or industries a firm aims to serve and direct its marketing efforts toward, based on the firm's strategy and strengths.
What this deck covers
The Marketing and Business Development deck follows the Certified Legal Manager (CLM) Marketing and Business Development syllabus — 3 chapters and 9 topics — so questions land on material that is genuinely examinable rather than trivia around it. That works out to roughly 20.0 cards per chapter.
Answers are written to be recallable, not just readable — averaging about 141 characters, which is long enough to carry the reasoning and short enough to say out loud.
A deck like this earns its keep on the second and third pass. Read the syllabus first so you know the shape of the subject, then use the cards to find the specific facts that have not stuck.
Marketing and Business Development flashcards FAQ
How many Marketing and Business Development flashcards are in this Certified Legal Manager (CLM) deck?
60 cards. This page previews 24 of them, sampled evenly across the deck so you can judge the difficulty before installing anything.
Are these Certified Legal Manager (CLM) flashcards free?
Yes. The preview here is free to read with no signup, and the full 60-card deck is free inside the Examius app.
What do the Marketing and Business Development cards cover?
They follow the Certified Legal Manager (CLM) Marketing and Business Development syllabus — 3 chapters and 9 topics — so the questions track what is actually examinable.
How should I use these flashcards?
Read the syllabus first so you know the shape of the subject, then drill the deck. Examius schedules each card with spaced repetition, so cards you keep missing come back sooner and ones you know drift further apart.