Ahead of the Law Firm Marketing Summit this November, we caught up with our speakers to ask them about their predictions for the future and what challenges need to be addressed by marketing and business development professionals.
 Terri Pepper GavulicExecutive Director TerraLex |
What lessons should law firms be heeding from GCs and the approach they are now taking to buying legal services?
“It’s not business as usual and firms must take a long hard look at how they offer and charge for services.”
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 Adam C. SeversonChief Marketing & Business Development Officer, Baker, Donelson, Bearman, Caldwell & Berkowitz, PC |
What lessons should law firms be heeding from GCs and the approach they are now taking to buying legal services?
“Find a way to differentiate what you do by quantifying your value”
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 David Stuckey Executive Editor CEE Legal Matters |
How is the law firm – client relationship changing?
“With increasing sophistication and budget-consciousness comes increased scrutiny. Clients know what they need and what it should cost. There are fewer blank cheques.”
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 Jaap Bosman Strategy Consultant Author of Death of a Law Firm |
How do you see new tech helping law firm marketers and business development professionals meet their challenges?
“New technology will increasingly help us be more efficient and also gain valuable insights. BD and marketing should familiarise themselves with technological developments and learn how to use and operate the tools available.”
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 Matthew FullerDirector of Business Development & Marketing White & Case |
How is the law firm – client relationship changing? “Clients want fewer but deeper relationships. In mature markets, this translates to more balanced “partnering” relationships.”
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 Michael Guiney Director of Business Development Kinstellar |
What would be your single most important tip for winning at pitches?
“Before submitting the pitch – talk to the client and find out the competition, decision makers, their views on team composition, fees etc. – such information will make a difference to your “pitch story” while also demonstrating to the client that you are driven and “hungry” for their business.”
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 David Byrne Chief Marketing Officer Mourant Ozannes |
What three industry trends are impacting the industry the most and how are they changing the role of marketers and business development professionals within law firms? “We are seeing more thoughtful structuring of supplier panels, engagement terms, diversity programmes and stringent requirements around information security for example. And all of these factors have an impact on the BD and marketing strategy.”
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 Andrea Miskolczi Chief Business Development & Marketing Officer Wolf Theiss |
How can law firm partners empower their BD and marketing teams? “Lawyers should trust their BDM colleagues; building trust is a must from both sides.”
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The Law Firm Marketing Summit provides you with the opportunity to learn from senior law firm marketing and business development professionals. Join us to hear how to:
• Innovate client-centred change
• Ensure the marketing and business development function is integrated more effectively into the business
• Develop and implement an effective pitch pipeline
• Survive and thrive with changing approaches to panel selection
• Drive efficiency through new technology
