Legal Marketing: Your firm’s marketing and business development departments should be in sync

Hands creating teamwork

Gain a competitive advantage by bringing marketing and business development together.

Most large firms have a marketing staff as well as a business development staff. Even though they work for the same team, they don’t always come off that way to prospects.

In a firm, marketing and business development have the same goal and hope for the same outcome – more clients. So why don’t they have the same point of view? Why aren’t they on the same page? What happens during that dreaded “hand-off” or time gap when the marketers hand off clients to the business development team? Why are both teams trying to sell so many different ideas and services?

You will gain more clients, which ultimately leads to more money, if you integrate these processes. Make sure you are hiring people that can handle your firm and all of its practice areas. Have a public relations person/team, a social media expert, writer/editors and business developers. All of these people must have the firm’s principals at the core of all their decisions. This not only helps you to gain more clients, but it also strengthens and demonstrates your expertise and intellect. You don’t want to be the firm known for not having a concise plan. You want a consistent brand message across all your marketing channels.

When you are selling these ideas, whether through marketing or business development, make sure all ideas are well-researched and can be backed up with white papers, articles, and expertise in that legal area. Once you establish these strategy, make sure you are pitching the same ideas throughout your firm. Don’t focus on selling too many different services, but rather on a few well-thought-out practice areas. Create a process that is clear-cut and gives roles to each department. With this process, there won’t be any knowledge gaps and hand-offs between the marketing team and business developers will go smoothly.  Like I said before, stay on the same page!

Working as a collaborative group will lead to many more future prospects and CLOSING the deal!

To read more about this and to see survey results and graphs check out, Getting Marketing and Business Development on the Same Page in the Legal Marketing Reader.


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