Law firm strategist Patrick McKenna advises law firm leaders on how they can help their business development professionals contribute value to the benefit of the firm, and integrate their initiatives with other teams. A law firm leader recently approached me and shared that he was looking for a new marketing director, who would report to him. He admitted he didn’t completely understand what these marketing professionals do, or what direction he should provide. Marketing and business development leaders often interact with partners who wonder, “What are those marketing people really contributing, other than increased costs?” Many business development professionals have told me they spend too much time having to justify their existence within the firm. Reflecting on those different perspectives, I suggested that the law firm leader consider taking some specific, proactive actions to maximize business development resources and better collaborate on expectations with that department. Keep the Bell Curve in Mind In most firms, irrespective of size, you can place all partners across a bell curve. Ten percent originate the work, 80% do the work, and with the remaining 10%, you feed their work through the top of the door and pull it out the bottom, but never […]
Click here to view original web page at news.bloomberglaw.com
