Tips for Demonstrating the Value of Your Marketing/BD Function

At our Global Counsel Leaders Circle conference in Chicago a couple of weeks ago (www.GCLeadersCircle.org) , I presented with Tim Glassett, former GC of Hilton Hotels, on Tips for Demonstrating the Value of the In-house Legal function.   Remarkably, many of these tips make good sense for law firm marketing and BD functions—I’ve adapted a few too share with you. Actively promote the contributions of your team

• Provide proactive advice; conduct triage sessions; be present in business meetings
• Conduct quarterly relationship meetings with firm leaders
• Focus on solutions: listen, scope projects, clarify expectations and debrief
• Develop skills such as: listening, interpersonal and organization skills
• Align objectives to business objectives & growth plan and communicate progress accordingly

Celebrate victories and broadcast accomplishments

• Produce client newsletter, video, briefings [translated to marketing: summaries of your best recent 'productions']
• Create awards within the firm for best marketing teammate of the year, etc.
• Announce awards to internal clients, such as 'best use of in-house marketing support'

Increase business understanding across your team

• Build strong understanding of business, drivers, growth objectives
• Request regular briefings—virtual or live—from corp executives, function leaders, clients

Establish customer service standards for marketing/BD function

• Aim for consistency of service; establish simple process to accept and agree on assignments
• Encourage in-house team to take responsibility for their own professional development
• Work to keep communications timely, short and clear
• Educate people in the firm about the marketing/BD role