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Marketing the Law FirmLJN NewslettersNewsSections

Get Smart With Your Marketing Materials

By Liz Lindley
October 01, 2004

For some time now, CRM has been all the rage, but marketers may soon start hearing another buzzword: “SMART.”

SMART stands for Sales and Marketing Assembly Resource Tool, and when integrated with a company's content, it can make an enormous difference in the way companies prepare and send out their marketing pieces. Its application is universal. Most companies, regardless of size or industry, have the ongoing problem of working with ever-changing marketing materials. As marketers in law firms surely know, the demand for collateral material is always present, but the ability to locate and assemble that material is often a very difficult task. One solution is to get SMART about it.

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