Consumer facing law firms, like accident lawyers, have long been called ambulance chasers. This is a recognition of the fact that to be successful as a personal injury lawyer, its not simply about being the best lawyer you canbe, but about being the best at marketing as well. Referrals are not really a part of the business model. However, far too many firms fail to take the organizational steps to empower such a vital function. They may approximate it by appointing a partner here or there, adding to the knowledge base of its attorneys, but the most direct and powerful means of getting real talent is by creating a partner track for the professional marketer. Marketers are experts at pricing, and therefore you can never get a real expert marketer working for you, if that so called expert has failed to properly price their own work via the appropriate compensation model..