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The Success Of Demand-Driven Training
Law firms' business development training for attorneys often flows down from the top: senior management endorses a program or a trainer, attendance is required, and content may or may not be directly related to an attorney's practice or clients. The result is too often a lack of enthusiasm for, or acceptance of, the training message. Consultant David Maister has observed: “Training is a great last step but a pathetic first step. It is sensible to make training available when the professionals are already convinced that they need a new skill, but you can't change people by first putting on a training program.”
Jenkens & Gilchrist, a 500+ attorney national law firm with nine offices from New York to Los Angeles, has proven Maister right with our Women's Marketing Group. Now in its second year, the Group had its genesis with a female attorney who saw the need for business development mentoring and better communication among her peers throughout the firm. Her idea, developed with the support of a key Board member and with my help as an in-house marketing professional, has expanded to include a quarterly series of firm-wide videoconference meetings for female partners and associates, related business development activities, and an Intranet Marketing Library that we help the attorneys grow themselves. Our Women's Marketing Group successfully harnesses our internal creativity and proves that demand-driven training can generate the enthusiasm necessary for success.
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