Following on from our recent CMO roundtable in New York, The Legal 500 and Bernero & Press held a follow up discussion in England in July. We discussed some of the issues that came up in New York at our secret location in central London, and much more besides, with a group of experienced CMOs. Again, the names have been anonymised so there could be a (very) frank discussion.
Why Law Firms Need Client Journey Mapping
I was recently reading a book on the history of physics when the author made a statement that I thought applied perfectly to law firms today: It seems that the greatest scientific advancements come not when our experiments prove our theories even more accurate, but when we find ourselves facing a situation where the experiment no longer coincides with the theory.
As I wrote in a LinkedIn blog post entitled “Law Firm Partners: Stop being arrogant and realise the talent within”, one of the issues facing law firms is a failure to empower their marketing and business development teams, or at the very least to recognise that they have skills that lawyers simply do not have.
It has been a topic that I have discussed with many CMOs across the globe, including Yolanda Cartusciello, now of Bernero & Press , who is consistently recognised as one of the leading law firm marketers of the past decade. We decided to put together a roundtable of some of the leading CMOs in the legal market, to discuss the issues facing marketing and BD in law firms.
In order to have a full and frank discussion, it was essential that this was done under the full cloak of anonymity, as I’m sure you can understand. So, on a sunny March day, we gathered together at a secret location in Manhattan – read on to find out what we discussed.
Much has been written recently about the need for law firms to integrate laterals more effectively. One need only search “law firm lateral integration” to find myriad resources providing tips for more successful integration, often accompanied by the cautionary tales of serial laterals and disastrous failed integrations. It is suggested that if only firms became more swift, efficient, disciplined, and robust at setting up the meetings, providing a mentor/buddy, developing the talking points, and sticking to a timeline, the lateral would be assimilated into the collective quickly, successfully, and without issue.