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<b><i>Focus: Canada</b></i> Law Firm Marketing in Canada

By Tracy A. Holotuk
June 29, 2006

In marketing professional services, what is it that makes a marketing department stand out? Good law firm marketers understand the firm and its strengths, bring focus to a strategy, and have the wherewithal to implement a tactical plan delivering measurable results. Exceptional marketing leaders are ones that can facilitate a process. This might sound straightforward, but it is no small feat.

By many accounts, the leading Canadian law firms have moved from reluctant marketers undertaking a few traditional tactics, to become law firms with a heightened focus toward strategic business development. It is noticeable how many firms have painstakingly sought out the right senior talent, bringing marketing and business development expertise to lead the effort of growing the business and building competitive advantage. Equally as many firms have engaged the services of agencies and marketing consultants to enhance profile and build brands. As a result, we find the majority of firms have dropped ineffective marketing or business development committees, leaving management of the department and activities to the senior marketing professionals. There remains a group of law firms in the country, however, whose prime marketing goal is largely communications, and whose marketing orientation has not yet matured to more tangible, client focussed and measurable priorities.

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