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<b>The MLF 50:</b> Profile of Brown Raysman Millstein Felder & Steiner
Brown Raysman faces unique and interesting challenges. One of them is how to optimize ROI with a marketing budget of a midsize firm competing against firms three or four times its size, while still meeting the overall goal of greater recognition.
Led by Craig Levinson, Director of Marketing and Business Devel-opment, an incredibly astute strategy was developed that shifted the immediate focus away from costly advertising and firm branding campaigns to a focus on more efficient tactics, including reducing cost of sales through firm wide marketing and sales and focusing on public relations and the utilization of rankings to build the brands of attorneys and discrete groups in specific verticals and geographic areas.
Brown Raysman recognized that the most efficient use of its marketing dollars was to enlist a marketing /sales training program that would help the firm's attorneys target their business development efforts more efficiently, raise their “batting averages” in prospect pitches, and reposition many of them as experts on “hot” business issues where they could command premium pricing. There was a concerted effort made to move away from commoditized work where discounts, RFPs and difficult clients were the norm. The firm shifted a considerable amount of its budget into marketing and sales training and, in doing so, developed three levels of training for their attorneys ' Ph.D., M.B.A. and B.A.
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