Driving a Business Development Culture

Creating and driving a business development culture has become even more critical for legal marketers as firms seeking to reduce costs are looking for a direct correlation between the marketing department and bottom-line results.

Equally important, driving a business development culture allows legal marketers to increase their individual credibility with and value to lawyers by becoming a direct catalyst for specific business development wins.

This two-person panel, moderated by Nancy Mangan, will provide specific examples of how to drive a business development culture regardless of the size of the marketing department or with limited staff and resources.

Participants will learn:

1. How to raise the legal marketing function from order fulfillment to revenue generation
2. How to help lawyers deliver greater results using targeted business development
3. How to build rapport and credibility with lawyers
4. How to provide evidence of the marketer's direct impact on the bottom line

PRESENTER INFORMATION

Moderator: Nancy Mangan of the Wicker Park Group is a lawyer and former client services director who works with firms to train lawyers in business development and help in-house professionals develop coaching or consulting relationships with their lawyers.

Panelist: Betsy Spellman, Chief Marketing Officer for Steptoe & Johnson PLLC