There’s been a lot of talk about the importance of closing the loop or connecting sales and marketing. In many companies these two departments (that should be so connected) are working independently and not integrating their efforts. As a result, lots of new business opportunities fall through the cracks.
In a post on the LawMarketing Blog, Larry Bodine goes into some detail about “How Not To Structure the Marketing Department”. Larry writes:
“A chief marketing officer was on the phone with me, looking for research on how to structure a law firm’s marketing department. The Made Guys at the firm had just separated marketing from business development.
I didn’t need to find any research. The decision of the partners made as much sense as separating a fisherman from his lure. Marketing and business development (“sales”) are vitally intertwined…”
Larry concludes that “Marketing is the hook and Business development (sales)is catching the fish…
Without fishermen there is no catch. Should law firms separate marketing from business development? Only if they want to sleep with the fishes.”
Are you connecting sales and marketing in your firm?
Susan Martin, marketing coaching, Law Firm Management
