By Simone Hughes, Chief Marketing Officer at Field Law

Are Lawyers from Mars and Marketers from Venus?[1]

Are there days that you wonder if you are on the same planet as your law firm? Are there times when you vocalize a business development opinion and are marginalized for it? Do you question your business education and experience and why the lawyers in your firm don’t charge out of bed in the morning to develop business?  I bet you’ve had those days. I have.  But then, I wake up to a new day and realize that it boils down to motivation and communication.

Marketers’ motivation

Our job, as marketers, brand advocates and business developers, is to best position our firms, practices and lawyers so that they will be hired faster than if they were doing it on their own.

Marketers have been trained in business strategy and execution and are motivated to understand human buying behaviour and translate those insights into long-term profit and sustainability of the firm.

Human buying behaviour is complex and subject to continuous change. Our world moves fast and successful marketers have to move faster to remain at the top of their game and show results. We are mercenary for the firm (to maximize profit while optimizing everything else to get there) and mercenary for us (because we get tossed aside more than other professions). We also take all of our business and communications training for granted and think it’s natural for other business leaders to have the same.

Lawyers’ motivation

Have we really dug in to understand what motivates lawyers? Why do we think that they are motivated by the same things we are? We are experts in understanding client motivation and mostly ignore our key stakeholder’s motivations!

People think that law firm leaders have been trained to be leaders and have taken mini-MBA courses. This is not true for the most part. Lawyers are highly trained in their profession and are generally distrustful, risk adverse and conservative. Opposite traits for today’s market demands for client service-focused, business developing leaders. Can they change and do they have to change?

I believe that the organizational design of law firms has to change to segment roles and have the right people in the right role and not force every lawyer to be all roles in a firm. But that is for the future.

If lawyers today must develop business, be a leader of people and business, serve clients and do the work all at the same time– then they have to change. And, they must be provided with the opportunity to learn about managing change, business strategy, leadership and how to manage teams of people collaboratively in our highly disruptive technological world.

A daunting task indeed and probably the reason why an increasing amount of lawyers are leaving private practice and why more law schools are including these disciplines in their law school curricula.

Daniel Pink[2] expresses the opinion that people in in knowledge-based industries, like lawyers, are motivated more by autonomy, mastery and purpose and less by money, fear, recognition and status.

If your objective as a marketer in a law firm is to instill a business development culture, train and then lead and manage marketing initiatives, walking in a lawyer’s shoes and understanding their motivations is critical, but it isn’t the only key to success.

Communication

If things aren’t working and people are not participating in business development - it’s not about blaming others for not understanding you; it is about being the bigger communicator – the trained communicator, and using those super powers to help yourself and the greater cause of increasing long-term value of your firm.

By better understanding what motivates lawyers and by using those insights to communicate more frequently and more effectively, you will see results and become a true partner in the eyes of your firm.

About the Author

Simone Hughes is the Chief Marketing Officer at Field Law and a member of LSSO's Editorial Board. She leads the integrated marketing, business development, brand and public relations functions to support the firm's strategic priorities of professional excellence and client service.  

[1] Acknowledgement of John Gray, PhD 1992 book on communication in relationships: https://www.marsvenus.com/p/men-are-from-mars-women-are-from-venus-hardcover

[2] http://www.danpink.com/books/drive/

 

By David Whiteside, Director of Client Growth & Success at CLIENTSFirst

The American Heart Association refers to High Blood Pressure (hypertension) as the “Silent Killer”.  The reason is that high blood pressure typically has no symptoms until after it has done grave damage to the heart and arteries and most people do not even know they have it. 

Poor Data Quality, just like blood pressure, is the silent killer in a CRM system. At birth (rollout) the data in the system is just fine. But over time, without regular checkups and maybe some medication (data stewarding), the silent killer goes to work.

What often is not accounted for is the fact contact records in a CRM degrade at a rate of 30% - 35% each year. Contacts in the system are people so they change jobs and roles, retire, get divorced, married and some die. That’s life. So, assume a firm has 200 lawyers, and each lawyer has 500 contacts on average. That is 100,000 firm contacts, and statistically, 30,000 of those contacts change every year. End of year one 30% of contacts are incorrect and by end of year two possibly 60%.

Today, regulatory issues are driving data quality to a critical level as GDPR and other email marketing laws come into play. You see it in bounce rates, key contacts don’t receive invites and other marketing efforts take a hit.  And lawyers, as we know, tend to have an eye for detail. They start to see these inaccurate and out of date issues. Your CRM now has “bad data” in your lawyer’s eyes which of course makes the entire system not trustworthy and thus unusable. The Silent Killer claims another victim.

Prevention:

CRM systems require an on-going commitment to Data Quality. Whether you hire a data steward in-house or outsource the work, this is a long-term commitment that just must be done. Get a strategy around your data quality efforts and treat it as the vital part of your CRM program that it is.

About the Author:

Dave Whiteside is Director of Client Growth & Success at CLIENTSFirst. 

Dave’s focus is helping the company grow and expand its CRM, Data Quality, eMarketing and Client Intelligence service offerings, and building alliances that help deliver additional value to Clients.

 

Ballard Spahr has a terrific opportunity for a talented marketing professional to support their national, market-leading Consumer Financial Services (CFS) Group.  The CFS attorneys advise on regulatory matters, assist in the design and documentation of credit products, and represent clients in class actions, regulatory enforcement proceedings, and other lawsuits nationwide.

As the primary point of contact for all CFS Group marketing and business development requests, the Marketing Specialist will be responsible for preparing responses to Requests for Qualifications/Proposals (RFQ/RFP), preparing pitches, and similar procurement requests.  In addition, the Marketing Specialist will be responsible for maintaining all practice group descriptions, credentials, and collateral materials, as well as preparation of Chambers USA and other directory submissions for the CFS Group. This role will also coordinate the marketing and business development budgets for the Group.

Qualified candidates will have a strong work ethic with a positive, can-do attitude, a concise and persuasive writing style the ability to prioritize work, and exceptional oral and written communication skills.

A bachelor’s degree with 3+ years' experience in a law firm or other professional services firm, a strong proficiency with Microsoft Office Suite, and a basic understanding of standard technology systems are required. Previous proposal writing experience is strongly preferred. 

Apply Online

Resume, cover letter and salary requirements are required.

Ballard Spahr is not accepting resumes from search firms for this position.

Ballard Spahr LLP offers excellent compensation, a comprehensive benefits package and a generous paid time off program is offered.  For immediate consideration, please visit https://ballardspahr.silkroad.com/epostings/ and apply online. 

Ballard Spahr is an equal opportunity employer committed to fostering a culturally diverse environment. The firm encourages applications from a diverse pool of candidates, and all qualified applicants will receive consideration for employment without regard to race, ethnicity, religion, age, national origin, handicap or disability, citizenship, sex, pregnancy, childbirth or related medical condition, sexual orientation, gender identity and expression, transgender status, sex stereotyping, genetic information, ancestry, veteran status or any other category protected by applicable law.

Registration Rates Increase April 1 - Register Today

Sidley Austin is hiring a Business Development and Marketing Specialist in their Houston, TX office.

The Business Development and Marketing Specialist serves as a liaison assigned the Energy and Project Finance practice teams and reports to the Business Development and Marketing Manager. S/He will work directly with the partners in the group (across various offices worldwide) to develop and execute clear strategies and business plans, and manage an aligned range of marketing campaigns/programs, events, communications and key account activity.

Projects may include:

• securing panel and other appointments through the submission of written proposals/pitches
• assisting in the maintenance of business development and marketing collateral for the group (including experience databases)
• monitoring progress against planned priorities
• directory submissions and improving the profile of the practices
• developing strategy for participation in or planning of major events
  

Required:

• At least five (5) years of experience in the legal arena and/or strategic planning, sales, market assessment or positioning in other professional services industries
  
• A Bachelor's degree from an accredited four year college or university
  
• Demonstrated proficiency in Microsoft Office Working knowledge of customer relationship management and other databases
  

Preferred:

• M.B.A. or J.D. a considerable plus
  
• Experience within a law firm environment.
  

Sidley Austin LLP is an Equal Opportunity/Affirmative Action Employer.

Apply online: https://careers-sidley.icims.com/jobs/4424/business-development-and-marketing-specialist/login

Job Description:

This position primarily assists the business development manager with business development and marketing support for our commercial litigation attorneys throughout the firm. Serving as “front line” support to attorneys and staff, this position has firm wide visibility. Travel on occasion is required.

A career at Nixon Peabody is the opportunity to do work that matters. It’s the chance to use your knowledge to shape what’s ahead. To share, to innovate, to learn at a firm that taps the power of collective thinking.

We’ve created a dynamic, energizing environment that promotes success for our clients and each other. We offer fast growth, connectedness and training in business as well as law. And our rigorous standards assure you are part of a diverse team of top talent at every turn.

If you’re someone who’s looking toward the future, we’d love to hear from you.

Location: New York City

Responsibilities:

• Prepare and compile materials for pitches, RFPs and other business development opportunities identified by attorneys and business development team.
• Plan and manage events such as seminars, conferences, client events, webinars and trade show appearances, including oversight of all aspects of event logistics, mailing lists, budget, internal and external communications, marketing and client development planning, and follow-up activities.
• Conduct research on prospects and clients and write clear, concise dossier reports summarizing findings.
• Participate in competitor tracking and industry business intelligence monitoring.
• Write summaries and maintain practice group experience lists, case studies and event database. Work with the Practice Resource team and attorneys to create legal directory submissions.
• Provide back-up support as needed to Marketing and Business Development team members.
• Other duties as assigned.

Job Requirements:

• Bachelor’s degree in marketing, business or communications field.
• Minimum of 2 years of experience in professional services business development. Law firm experience, particularly with commercial litigation, a plus.
• Proficient with Microsoft Office Suite programs including PowerPoint, Word and Excel.
• Familiarity with marketing/sales databases and CRM programs; InterAction experience a plus.
• Excellent verbal and written communication skills.
• Detail-oriented, proactive, self-directed with ability to manage multiple projects and thrive in a fast-paced, demanding environment.

Nixon Peabody LLP is an Equal Opportunity / Affirmative Action Employer: Disability / Female / Gender Identity / Minority / Sexual Orientation / Veteran.

Apply Here

LSSO and Hellerman Communications are pleased to announce the launch of

2018 Legal Sales Uncovered: Salary & Trends Survey

This first of its kind survey is for law firm sales and service executives. It will reveal how law firms are structuring their sales and service roles, responsibilities and salaries.

The survey takes less than 5 minutes and all responses are confidential. Responses are due by March 28, 2018.

Attend RainDance June 6-7, 2018 in Chicago for a preview of the results.

Take the Survey

©2018 Legal Sales and Service Organization, Inc

BE RECOGNIZED FOR YOUR ACCOMPLISHMENTS!

The LSSO Sales & Service Awards salute the efforts and results of individuals and teams who have spearheaded initiatives contributing to law firm revenue growth.

If you or someone you know has demonstrated innovative techniques in retaining or growing firm revenue, submit a nomination on or before March 8, 2018 in one or more of the following categories:

Sales & Service Executive of the Year
This award goes to a leader who played a crucial role in retaining clients and/or growing firm revenues in 2017.

Sales & Service Team of the Year
This award goes to a team who played a crucial role in retaining or growing firm revenue in 2017. 

Sales & Marketing Collaboration Team of the Year
This award goes to the sales/business development and marketing/communications team who collaborated to retain or grow firm revenue in 2017.

Awards will be presented by Berbay Marketing & PR​ at the 15th Annual RainDance Conference June 6-7, 2018 in Chicago. Click below to learn more and submit a nomination.

Deadline Thursday March 8, 2018.

Meet the Judges

Submit a Nomination

Question: What do all of these have in common? design thinking, three time super bowl champion, never seen survey data, closing business tips, legal ops trends and benchmarks, and best practices from over 100 of the best firms

Answer:  RainDance 2018

RainDance 2018 Sneak Peak

2018 Legal Sales Uncovered: Salary & Trends Survey

We’ll reveal the results of this first of its kind market survey at RainDance. Find out how sales roles are structured and compensated at law firms. Keep an eye out for your invitation to participate in the survey.

State of Law Department Operations 2018: Innovation, data and collaboration

This invitation-only session presented by Thomson Reuters will take an in-depth look at three ways legal departments are optimizing their operations: (1) the top areas where legal departments globally are innovating and invite attendees to discuss challenges in implementing innovation and how these challenges have been overcome; (2) the key metrics being used by legal departments which are considered effective and invite attendees to discuss how they are being used to demonstrate value add and efficiency gains; and (3) how external lawyers see in-house failing and what best practice looks like compared with how external counsel deliver value in the eyes of their clients.

A “How Your Competition Closes Business” Luncheon

All attendees participate in a working session focused on closing business. Together, we’ll identify best practices, share knowledge, war stories and solve common challenges.

What It Takes to Build a Winning Team

Three-time Super Bowl champion and venture capitalist Brent Jones will give us a peak behind the glitz and show what it takes for an organization to make it to the Super Bowl and for a football player to break into and succeed in the venture capital arena. Brent will share coaching strategies and sales techniques that you can take back to inspire your own teams.

Designing Client-Centered Solutions: A Design Thinking Workshop

In this two hour hands-on workshop, Andy Peterson and Kate White of Design Build Legal will teach us about design thinking and how it can be used to design client-centered solutions and services that lead to greater client loyalty and new business opportunities. 

LIVE Coaching Session – YOU Be the Coach

Early registration rates available until March 31.

Register Now for RainDance

Monday, April 9 to Wednesday, April 11, 2018
8:00 AM to 5:30 PM (Central Time)
New Orleans, LA

Event Type: Conference

Don’t miss the 2018 Legal Marketing Association Annual Conference to learn from the industry’s thought-leaders, engage in peer-to-peer sharing, unparalleled networking and gain fresh ideas that you can put into action right away.

LSSO members receive the LMA member registration pricing. To take advantage of this offer, you must quote the exclusive LSSO registration code B00-810-810EX04 when you register. If registering online, use “LSSO” in the LMA membership number field.

For more information visit www.LMAconference.com or call 1-877-562-7172.