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10 Money-Making Elements in a Business Development Strategy

By Larry Bodine
August 30, 2005

Whenever I ask law firm partners about business development, I ask, “Please send me a copy of the firm's strategic marketing plan.” The answer is always the same: “We don't really have one.”

Some have one, but it's lurking in the mind of the Marketing Director, but not written down. It may be written down, but onto a single PowerPoint slide. It may be buried in notes of a marketing committee, drafted years ago and forgotten.

It's like asking an airplane pilot if he's got a flight plan, or asking an ocean liner captain if he's got his charts. Heck, it's like to asking someone driving from the suburbs into Chicago if they have a map. The answer cannot be “no.”

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