The Integration Imperative

Suzanne Lowe has recently published her new book, The Integration Imperative: Erasing Marketing and Business Development Silos - Once and For All - in Professional Service Firms.  In it, she featured a dozen case studies of how law firms, accounting firms and other professional service organizations have knitted together the marketing and business development functions.  Suzanne interviewed the staff and leadership of Holland & Hart about two years ago for the book, which resulted in one of the case studies.  A summary of the case study is the feature of her latest newsletter, which you can read here.  The case study focuses on how we (I was the CMO at the time) created an internal marketing agency, treated our lawyers like clients, and realigned our services to adjust to changing market conditions and the needs of the firm.  If you are considering restructuring your firm's marketing and business development functions, I encourage you to read her book.