What separates a successful communications strategy from a forgettable one? Who should law firms have in mind when they craft their messaging? How can struggling partners win and keep clients?

After more than two decades as the chief marketing officer for Cravath, Swaine & Moore and Debevoise & Plimpton, Deborah Farone set out to answer those questions. Her new book, Best Practices in Law Firm Business Development and Marketing, distills the lessons from her career and includes perspectives from law firm leaders, CMOs and legal innovators.

In this Legal Speak podcast, Farone reflects on the rapidly changing industry and shares her dos and don'ts for legal marketing professionals. If there's a cardinal sin in law firm marketing, Farone says, it's doing the same thing year after year and expecting a different response.

Listen to the podcast above or find us on Apple Podcasts, Google Play, Spotify or Libsyn.

Legal Speak is brought to you by Econ One, offering economic expertise, consulting and dispute resolution, and data analytics.