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How to Properly Align Marketing, Business Development and Sales
Law firm marketing isn't sales. But it should lead to sales.
As we move into a post-pandemic era of inflation and recession rumors, it is imminent that we make changes in how we operate and grow our businesses in order to move successfully — and profitably — forward. For law firms, we need to understand how marketing, business development and sales work together to produce new opportunities for revenue growth.
Law firms, like other businesses, have typically approached marketing and business development as completely separate functions. Marketing teams are generally behind-the-scenes with branding, content creation and message distribution and rarely have the facetime with clients. Business development, on the other hand, is tasked with expanding existing client relationships and acquiring new ones through client and prospect outreach, attorney coaching and mentoring, and market intelligence.
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