Page 197 - Leaders in Legal Business - PDF - Final 2018
P. 197
ability. These skills can be cultivated and strengthened over time, and the dividends of doing so
are high. Instilling teamwork and building a collaborative culture within the function leads to
higher productivity and seamless service to the firm. It encourages everyone to contribute and
creates joint accountability for the function’s performance. Investing in training and coaching
programs further elevates skillsets and helps retain valuable talent, all of which has a positive
impact on morale.
An effective marketing leader is also able to adroitly manage vendors and consultants to
maximize the value received. These external resources bring several key benefits to the table,
including: insight into best practices; the ability to outsource subject matter expertise;
competitive intelligence; pressure release on strained internal resources; and professional
development and skill enhancement opportunities for the internal staff who work with them. The
strategic legal marketer has a keen sense of when and where to use external vendors and
consultants in order to provide much needed flexibility.
A Role Refined
Today, the role of marketing and business development professionals within law firms
looks much different than it did just a few years ago. That role will likely evolve even further in
the years ahead.
As new demands continue to place additional pressures on business development and
client service, law firms can increasingly look to marketing and business development
professionals to play a more strategic role in growing the business. For law firms looking to best
position themselves for future success, marketing and business development professionals can
and should play a valuable role, particularly when firms are mindful of providing the necessary
tools, resources, and support.
183
are high. Instilling teamwork and building a collaborative culture within the function leads to
higher productivity and seamless service to the firm. It encourages everyone to contribute and
creates joint accountability for the function’s performance. Investing in training and coaching
programs further elevates skillsets and helps retain valuable talent, all of which has a positive
impact on morale.
An effective marketing leader is also able to adroitly manage vendors and consultants to
maximize the value received. These external resources bring several key benefits to the table,
including: insight into best practices; the ability to outsource subject matter expertise;
competitive intelligence; pressure release on strained internal resources; and professional
development and skill enhancement opportunities for the internal staff who work with them. The
strategic legal marketer has a keen sense of when and where to use external vendors and
consultants in order to provide much needed flexibility.
A Role Refined
Today, the role of marketing and business development professionals within law firms
looks much different than it did just a few years ago. That role will likely evolve even further in
the years ahead.
As new demands continue to place additional pressures on business development and
client service, law firms can increasingly look to marketing and business development
professionals to play a more strategic role in growing the business. For law firms looking to best
position themselves for future success, marketing and business development professionals can
and should play a valuable role, particularly when firms are mindful of providing the necessary
tools, resources, and support.
183
