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Marketing the Law FirmFeaturesLaw Firm Marketing and Business DevelopmentLJN Newsletters

Engaging Lawyers in a Follow-Up Initiative: A Case Study

By Cindy Sharp

Logan Patterson, a seasoned legal marketer with 20 years of experience in the field, was recently hired as CMO of a medium-size law firm. He finds that a small group of elite rainmakers generates the lion's share of the firm's revenue, and he shares leadership's concern about the long-term sustainability of certain practice areas, since many of the rainmakers are quickly approaching retirement age.

While a handful of the firm's lawyers are engaged in productive business development activities, including writing, speaking and networking, the general attitude is that these activities are a waste of time, as referrals are rarely generated. Patterson concludes that the results are not stellar in large part because the attorneys lack a follow-up strategy. Furthermore, no system is being utilized to record goals, completed activities and other successes. Consequently, potentially valuable relationships are falling by the wayside out of pure neglect.

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