Bylined Pieces

At a time when legal services can often be seen as interchangeable, whether choosing between two law firms or deciding between a law firm and an alternative legal service provider, the quality of client service can be a significant distinguishing factor.   On February 16th, I joined Ilene Marquardt of Wells Fargo and Elena Antonetti of Travelers for a special…

From the February 13, 2023 edition of The American Lawyer.  In-house consultant Susan Hackett and legal marketing consultant Deborah Farone offer examples of what happens when the industry focuses on small tweaks, collaboration with colleagues and clients, and adds in a dash of empathy. A recent Law.com piece, “Rising Client Expectations Escalate Pressures on Law Firms” by Jessie Yount and Hugo Guzman,…

As featured on LinkedIn, January 4, 2023.  We've seen this story before: A firm decides it's time for a change. "It's a new year." "We have a shiny new strategic plan." "We've elected a new chairperson or marketing committee." I am often called into these firms to look at their marketing departments and the effectiveness of the CMO. Yet, before…

As featured on LinkedIn, November 22, 2022. If I knew then what I know now. It was great to have the chance to speak to a group of terrific young women undergrads at Cornell University as part of the Forte Foundation program. Thank you, Tatum Shearer (a junior, graduating in 2024), for the lovely invitation. The topics ranged from careers,…

As featured in PM Magazine, July/August, 2022. Talented people, check.  Great technology, check. Partners love them, check. It sounds like your firm’s marketing and business development department is buzzing away. Yet, just like any organisation, it’s essential to take a good look at the indicators of  your operation’s health to ensure its wellbeing for the future. There are seven factors…

As featured on LinkedIn, June 6, 2022. Why are so many executives asking questions about the craft of personal branding? Does this require posting on Instagram 4 times a day, or launching a dedicated You Tube channel? Does it involve a personal shopper? Personal branding is an outgrowth of professional services marketing.  While most of us in the field started off…

As featured on LinkedIn, June 1, 2022. What is it that holds women back from developing new business? A glass ceiling? No, a wood office door. During the last few decades, generally those in heels were not the first ones invited to a new business pitch. Men were in the majority when it came to dealing with clients and choosing teams…

As featured in LinkedIn,  May 25, 2022. Last week, I was in Orlando, but I wasn't there to see my rodent friend with the big round ears or his sweetheart, Minnie. This was not to be a Mickey Mouse adventure. Still, I was thrilled to present to legal administrators from around the country at this year's Association of Legal Administrators (ALA)…

As featured in Bloomberg Law on May 6, 2022. In the early 2000s, a partner running a significant litigation department looked me squarely in the eye and said, “I’m a litigator. That means I don’t market. Once the client is done working with me, they want the whole litigation episode behind them.” At the time, I thought he might be…