Marketing Brain Fodder

Perspectives on Strategic Marketing, Communication and Values in Today’s Marketplace

Latest from Marketing Brain Fodder - Page 3

Whether a new enterprise or a venerable brand, the realities of a market in transition are most likely having an effect on your firm. Responses to Altman Weil’s 2018 Law Firms In Transition Survey underscore the magnitude. 49% of responding firms failed to meet billable hour targets in 2017 59% say equity partners are under utilized A move to handle work in-house, alternative service providers, and technology solutions are cited as factors contributing to…
We can talk about it until we’re blue in the face. We may write about it, design programs and build entire initiatives around it. If we have enough juice we might be able to insist on a moniker or title that insinuates we have arrived. But when it comes to what it really means to be a professional, titles, labels, and even robust branding efforts have little to do with the reality. When it comes to…
Ask a dozen professionals to define marketing and you might receive a dozen different responses. From retailer to B-to-B enterprise, from service provider to widget manufacturer, from Fortune-listed to start-up — marketing is defined based on what we’re offering the market, who we’ve targeted, and what is required to create appropriate visibility. But all of us, unique perspectives notwithstanding, count on our marketing investments to change our business reality — in terms of awareness, behavior,…
A few years ago I was privy to the results of a deep analysis of an AmLaw 100 firm’s practice penetration of it’s clients. That is, the degree to which the firm served clients in more than one practice area. It seemed a lot of opportunity was left on the table. With more than 20 practice areas listed on the website, on average the firm served the needs of its clients in 1.5 to 2…
Most professional service providers would welcome a more consistent and robust flow of quality leads. Scratch that. When it comes to business development and sales, virtually every professional service provider I know is searching for a way to connect with potential new clients. So much so that this is the promise of marketing strategies, the siren song of technology platforms, and the recurring theme of blog posts and articles. But solutions that deliver seem illusive. Sure, if…
Vision is the lifeblood of any march toward the future. Without it, the status quo offers a comfort zone that is difficult to give up — especially when things have been pretty darn good for a very long time. Before we go further we should clarify terms. A Vision is not about a 100-word so-called mission statement, manufactured out of necessity and rarely considered once posted on the firm website. For a community, tribe or…
In a recent conversation, the managing partner of a business law firm asked, “why is organic business development slow, painful and, for the most part, ineffective when it comes to actually developing new business?” He went on to cite the percentage of revenue his firm invests in marketing and business development efforts, and wondered aloud whether it was enough, and whether increasing the investment would make any difference. He is not the only one asking…
The year was 2009. The law firm managing partner was confessing. Not in a contrite or inquisitive manner. The tone was incredulous. He didn’t get it; and he seemed to politely resent the idea that he should invest any time or energy discussing it. Ironically, he was elbows deep in the process of interviewing for a Chief Marketing Officer (CMO) for his firm. To be fair, it is likely that nothing in his experience had…
Title, office location or size, number of direct reports and not even hiring and firing authority guarantees that one is a leader. The greatest leaders we encounter are not defined by trappings. This reality often hits hard at the peak of disruption or crisis, when what is needed is leaders who have what it takes to motivate and inspire the action necessary survive and thrive. At least part of the issue we wrestle with is…
In his book, Leaders Eat Last, Simon Sinek bases the title on a practice of the US Marines. When gathered to eat, the enlisted members of the group are first in line, while officers wait until everyone else has been served. The book is, in my view a must read. But here is a timely taste. The premise is that leaders place the needs, concerns and well-being of others above any self interest, thereby earning…