High-value marketing: How to increase your firm’s marketing impact and output

Mangers of in-house teams are often required to demonstrate the value of their activities to their Partnership or Board. However, with many teams being stretched thin and the fight for additional resources difficult to win – managers must be strategic about the initiatives they support to ensure they don’t get caught ‘in the weeds’, burn out and/or lose talented marketing professionals. Whilst the legal profession is notoriously tough for in-house marketing and business development professionals, the responsibility lies with the managers to demonstrate value and win firm-wide respect for their teams. This can be achieved with strategic thinking, defined goals, accountability, clear communication, and a level of professional integrity that matches that of the lawyers they work with. In this session, we look at how law firm marketing leaders can do this effectively to increase their credibility, authority and the overall success of their firms. 

Attending this session, will give you insights into: 

• identifying high vs low return marketing and BD activities relevant to your firm;
• improving efficiencies for BAU marketing activities; 
• the different roles in marketing teams and the best team structure to suit your firm’s goals;
• how to navigate ‘reactive’ low-value marketing tasks and articulate their opportunity cost; and
• helping your marketing team be proactive about developing their internal credibility. 

 For firms to achieve optimal performance, lawyers and marketing professionals must work together to understand and leverage each other’s strengths. These reciprocal relationships not only increase the quality of your marketing activities and the revenue generated from them, but they also ensure talented lawyers and marketing professionals feel empowered, valued, and are retained.