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.
Law firms often struggle with maintaining the type of high-performing marketing and business development group that can support demanding lawyers in a very competitive environment, while at the same time creating a rewarding career model for the professionals on the marketing and business development team. In working with law firms that are seeking to improve performance and job satisfaction for their marketing/business development group, I have developed suggestions for simple things that can be done to ensure greater success and stronger teams to support the marketing and business development functions. My advice stresses the need for the team to organize and collaborate effectively in order to add value and provide the kind of concierge service to the firm’s lawyers that the lawyers want and expect. These expectations are based on service models that the lawyers in turn must provide to firm clients. The following list is not exhaustive. The suggestions focus on some of the issues identified when I was a managing partner that, if addressed, will boost team performance and inspire confidence and teamwork in the firm. Here are some of the things that should be considered.
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.
Bernero & Press, the law firm consulting firm, announced this week the launch of The Red Team, a service that provides high-quality, experienced marketing, communications, and business development professionals to law firms on a project basis or to fill temporary needs. [Read more…]