Three Tips For Law Firm CMOs Who Oversee Both Marketing And Sales Functions

Collaboration between marketing and business development/sales teams is becoming increasingly important for law firms to achieve better results. Chief Marketing Officers (CMOs) are taking the lead in promoting this collaboration and there are three effective techniques that can be used to achieve this objective.

1. Targeting is essential. The entire team should be clear on which prospective clients to pursue and which existing clients to prioritize. Firms need a strategic vision that outlines their desired client base in the future. By communicating this strategy, professionals across the firm can align their efforts accordingly. Clarity of targeting ensures focus, efficiency, and collaboration.

2. A clear business acquisition process should be developed and documented by the CMO. This process involves analyzing successful client acquisitions and reverse-engineering the steps that led to those wins. By creating case studies and documenting the acquisition process, roles, responsibilities, deadlines, and handoffs can be clearly defined. This clarity enhances collaboration and improves results.

3. Sharing credit is crucial. When target lists and the business acquisition process are well-defined, success becomes evident. By highlighting the contributions of each function and professional involved in client acquisition, a sense of pride is fostered firmwide. Communicating these success stories reinforces cooperation, and collaboration, and encourages the breakdown of silos.

By implementing these three techniques, law firms can drive better collaboration between marketing and business development/sales teams, leading to improved results, increased revenue, and a sense of achievement in achieving strategic goals.