Credit: Nuthawut/AdobeStock The Future of Law Firm Marketing and Business Development
"Revenue-focused marketing and business development organizations of the future will need to be agile and adaptable to changing market conditions, firm requirements, and client needs," writes Carl Grant III of Oxford Strategic Legal Advisors.
August 23, 2024 at 10:00 AM
5 minute read
Having spent 20 years as Cooley's head of global business development, I have some well-informed ideas about how to optimize law firm marketing and business development. During my tenure at Cooley, I led a 17-person, market-facing team that contributed significantly to their $1.7 billion increase in annual revenue. For most of my time at the firm, I reported to the chief marketing officer (CMO), with whom I got along great. However, my experiences there and in subsequent law firm consulting assignments since leaving two years ago, have convinced me that law firm marketing and business development should be organized under a chief revenue officer (CRO). Firms that do this well will outperform their peers.
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