I’ve been asked a lot about the law firm business development and marketing department of the future. With a steady stream of laterals (growth and movement), the rapid evolution of AI, and the increasing importance of marketing technology, defining what the modern marketing and business development department should look like is not an easy task.
After helping mid-size and large firms evaluate (department audits and assessments) how they structure their teams, I’ve found a few essentials to keep in mind when taking a fresh look.
1. Build around strategy.
Your department should reflect the strategic needs of the firm. If one of your goals is to increase cross-selling, you need professionals who understand how to build and manage client teams. If your clients are calling for better technology, make sure you have tech-savvy people who can deliver on those expectations. A great structure follows strategy, not the other way around.
2. Set clear expectations.
One of the biggest gaps I see is a lack of alignment between what partners think the marketing team should do and what the team believes their priorities should be — a recipe for disaster. Clarity matters. Share your vision, communicate your goals, and make sure your team has the tools and direction they need to bring that vision to life.
3. Invest in people and resources.
Marketing and business development departments are powered by people. Technology is critical for things like CRM and analytics, but it cannot replace talented professionals who understand client relationships, business development, digital marketing, and operations. A strong department needs both the right tools (systems and infrastructure) and the right team to use them.
The business development department of the future will be built on strategy, clarity, and people. Those who invest wisely in these three areas will create lasting impact for their firms and their clients.
