Leadership for Lawyers

BTI Research Reveals Shift to BD and Client Service Priorities

BTI Research published their annual benchmark survey of law firm marketing activities last month.  You'll have to buy the survey to get all of the details, but here are some trends illustrated by the data:

•   The AmLaw Second Hundred (firms 101 to 200) is catching up with the AmLaw 100 in marketing spending per attorney. 
• Dollars dedicated  to salaries climbed 22% on a per FTE basis at the largest law firms.
• Marketing spending per attorney increased by 20%
• Marketing staffs are expanding significantly (30%).  Growth primarily in business development and client service areas.
• CMO tenure declined to an average of 3.6 years.  CMOs are increasingly lured away by more lucrative offers at other firms.
• While firm leaders say they are open to hiring CMOs with experience outside of the legal world, 61% of top marketers are hired from other law firms.
• Client Surveys and Client Teams are top priorities for law firm marketers in 2008.  Both practices are now mainstream - with the vast majority of firms engaging in them.

Cordell Parvin Launches BD Blog

Cordell Parvin, a former construction lawyer for the Texas firm Jenkins & Gilchrist, has started a second career as a business development trainer and coach.  His blog, www.lawconsultingblog.com, tells stories of his clients' success and gives a number of business development tips. 

Lawyer 2 Lawyer podcast

A few weeks ago I discussed lawyer ranking websites, along with Lawdragon.com founder Katrina Dewey and legal ethicist Ben Cowgill.  The conversation was moderated by host Robert Ambrogi, co-author of Legal Blogwatch.   You can listen to the show at Lawyer2Lawyer, or download the MP3 here. 

New Book on Business Development for Lawyers

Veteran law firm marketer and consultant Sally Schmidt has come out with a new book on business development for lawyers.  Years ago Sally wrote the definitive book on lawyer marketing.  I'll review the book on this blog in the future.  In the meantime:

Read the Google Book Preview.   Buy the book on Amazon.  Visit Sally's website.

Integrating Business Development Staff into a Marketing Team

Marketing staffs are growing in major law firms.  Only a few years ago the ratio of lawyers to marketing staff ranged from 35:1 to 50:1.  Today it is closer to 24:1.  Firms are not hiring more PR or advertising folks.  They are investing in business development professionals who help lawyers be more effective in attracting clients, building networks, establishing relationships, and professional sales.  I wrote a brief article on structuring a marketing/business development team on Larry Bodine's LawMarketingPortal.   I'd appreciate your comments on article.

Brand You

It has been 10 years since Tom Peters wrote an article in Fast Company called, "Brand You", but the principles of personal branding (read:  reputation) remain the same.  Lawyers especially rely on their reputation as a niche specialist for referrals and new business. Read the article here.   

One way to measure your brand is to see how you are perceived on the internet.  This article has several tips on building your on-line presence and an on-line assessment of your on-line brand.  What's your Google IQ?

Marketing Moxie: Law Firms that 'get' marketing

In this month's issue of Law Firm Inc, reporter Karen Dean writes about three law firms that "get" marketing in its cover story.  Dean profiles marketing and business development initiatives at Holland & Hart, Foley Hoag, and Thompson Hine.   The article describes Holland & Hart's partnership with Frontier Airlines, a client of the firm, featuring 5 minute business profile videos on their airlines in-flight television network, Wild Blue Yonder.  Read the article here .

LMA Leadership Matters Conference, Nov 1-2, 2007

The Legal Marketing Association is holding its first conference for senior marketers focused on leadership in law firms.   On one hand, I am very excited to have an opportunity to speak with fellow marketers on the topic of leadership in law firms, on the other hand, our panel will be following a presentation by poet David Whyte, who will be talking about Courageous Conversations.   David is an insightful and talented poet, and a gifted speaker.  It will be worth the price of registration just to hear David.

Title:        Leadership Matters: Creating and Cultivating Leadership
Date:        November 1 - 2
Location:  Chicago, IL
Details:     Click Here  and Registration Form

Speakers: 

Dr. Richard (Rick) Bommelje, President, International Listening Institute

David Whyte, Author, Poet and Corporate Consultant, Many Rivers Company (see post)

Panel Discussions:
Motivating Change and Leading the Marketing Department

Roberta Montafia, Moderator
Panelists: Catherine MacDonagh, Director of Business Development, Day Pitney and Beth Cuzzone, Director of Business Development, Goulston & Storrs

Leadership by Our Lawyers

David Freeedman, President, David Freeman Consulting, Moderator
Panelists: Mark Beese, Director of Marketing, Holland & Hart, Francis Dunne, Senior Counsel, Dykema and Rick Anderson, Principal & Patent Group Practice Leader, Fish Richardson PC

Branding Through Client Partnerships Workshop

The Public Relations Society of America's annual western conference will feature several presentations on best practices in public relations and marketing on October 17, 2007 in Denver.  I will present a workshop on "Branding through Client Partnerships" and will discuss the Holland & Hart/Frontier Airlines partnership, as well as Holland & Hart's "Clients on a Rock" advertising program.   Watch the PRSA web site this summer for registration details. 

PR News featured the program in a recent Case Study when it awarded the firm the 2007 PR News Legal Award.

Getting a Seat at the Table Panel Discussion

The Rocky Mountain Chapter of the Legal Marketing Association's October 2007 program will be on "Getting a Seat at the Table".   If you are in Denver on October 9th, I hope that you will be able to join us.  I will moderate a panel of managing partners and marketing directors to discuss the politics and realities of involving marketing professionals in the management and leadership of law firms.  This is a topic that I am passionate about.  I plan on having a frank and spirited discussion not only on the challenges facing professional marketers, but also on practical ways firms can open the boardroom doors to professional managers, including those in HR, Recruiting, Finance, and Operations.  Watch the Rocky Mountain LMA site for details over the summer.