As featured on LinkedIn,March 13, 2022.
“We have a well-staffed marketing/business development department, and I think they are doing a good job, but how can I tell?”
A well-run marketing/BD department can make the difference between standing out in crowded practice areas and garnering a stream of new matters or getting lost as an also-ran. But how can you tell if your marketing team is firing on all cylinders?
Here are five signs.
No Silos, Just Seamless Collaboration
One of the most telling signs of a well-run marketing department is the absence of silos. Silos = when different teams or individuals within the department work in isolation, unaware of what others are doing. In a well-run department, marketing communications seamlessly integrates with business development, ensuring everyone is on the same page.
Technology that Works for You, Not Against You
This doesn’t mean buying every shiny new tool on the market. It means having technology in place that helps you do your job better. From customer relationship management (CRM) systems that include valuable content to matter management platforms that help track the firm’s work product, the right technology is a lifesaver. It helps streamline your processes, uncover leads, and demonstrate patterns to help you win business.
Metrics that Matter (and Make Sense)
Metrics are more than just numbers on a page. They’re insights that drive strategy. If your firm focused on vanity metrics like social media likes or website visits without tying them back to your overall goals, it might be time to reassess. Look for metrics related to your firm’s bottom line, whether lead generation, client retention, or brand awareness.
A Culture of Continuous Improvement
Complacency is the enemy of marketing. Imagine a culture of continuous improvement where everyone is encouraged to innovate and find better ways of doing things. These cultures experiment with new marketing tactics and refine messaging based on feedback. There is a saying that comes to mind, “If you always do what you’ve always done, you’ll always get what you’ve always got.”
From Baby Lawyers to Alumni
Focusing on the lifecycle of a lawyer is crucial as it allows firms to build longer-lasting relationships and cultivate brand awareness and loyalty. Beginning with law school and how a firm handles itself on campus, tailored onboarding processes, ongoing professional development programs, and alumni years, these touch points are vital for firms that want to foster a strong reputation and enhance their ability to attract and retain top talent.
Most importantly, to have a world-class marketing department or even a good one that functions well, you’ll need the firm’s support. Only with the proper resources and support, is any of this is possible.
Feel free to reach if you want to discuss how you build or improve your marketing department. It’s one of my favorite topics.
