This article appeared in Marketing the Law Firm, an ALM publication reporting on the latest, and most effective strategies. For Chief Marketing Officers, Managing Partners, Law Firm Marketing Directors, Administrators, Consultants. Visit the website to learn more.
Marketing and business development in law firms is no longer the exclusive domain of marketing and business development executives. Many more executives are pursuing revenue in one form or another, and those dedicated to the function should welcome this development rather than feel threatened by it. While lawyers themselves have undoubtedly gotten better at it, so too have executives of all stripes. COOs and executive directors, CFOs and pricing directors, project managers, CHROs, CIOs and directors of recruiting have all moved their own mandates toward revenue production, and the result has transformed the administrative landscape.
