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The Evolution of Law Firm Marketing and Business Development
Change is constant and hard ' and usually lumpy. This is especially true when it reaches the core of how an organization operates and goes to market.
Like other professional services firms, most law firms employ the seller-doer model. A lawyer brings in business and then leads the actual engagement. Despite that, some firms are experimenting with dedicated “sales” professionals to generate engagements, while most lawyers still bring in the bulk of the work. But how they bring in work and who helps in the process has evolved in the last 10 years, proving that lawyers, too, can change.
In the early days of law firm marketing, the Associate Recruiting Manager was often also responsible for marketing, and the function centered on events, typically associate recruiting events as well as tickets to social and sports events. The term “marketing” itself was a four-letter word ' at least when applied to lawyer activity ' often because it elicited visions of phone book covers and late-night television advertisements.
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