Thumbs Up On Advertising 1

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All About the Web 3

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Sea Change Strategy Differentiation Positioning Competitive pressures (The segueway begins…) 5

Sophistication Around Client Efforts Client feedback Client surveys Client teams Client relationship management tools Convergence Alternative fee arrangements Client focus + competition + petite discretionary budgets = 6

The Advent of Business Development The new leadership profile: CBDO, CMBDO, CSO, CBDMO Making the transition from marketing to bizdev – Successful integration: It’s not either/or Partners and their book of business – Their potential and aspirations Practices Competition Processes Priorities The future is very bright for business development skill sets 7

Areas of Focus Revenue generation – Existing clients (relationship expansion) – Prospects (lead generation) Profitability ROI: Systems to measure all of the above Avenues to communicate relevant information back to the attorneys 8

M&Ms Financial metrics Revenue generation Win rates, conversion rates Market share tracking Success in cross-selling “Sales cycle” measurements, identifying touch points, webinar ROI, event attendance, opt-ins Opportunities modules Referral tracking League rankings and other data-driven metrics 9

If You Do Nothing Else… 1.Understand your key partners’ top 5 clients 2.Know your firm’s top 100 clients and prospects 3.Be an agent for cross-selling; start with “low hanging fruit” 4.Focus on initiatives that get your lawyers in front of their clients 5.Identify and nurture those lawyers with untapped potential 6.Involve yourself in lateral integration efforts 7.Make it strategic; if there is no plan, create one 8.Micro to macro, not macro to micro; shift $$$ and resources to higher priorities 9.Persuade with facts and stats 10.Measure your programs and communicate the results 10

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