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Business Development Driver: Leverage Knowledge Management

By Edward M. Schechter

Knowledge management (KM) has about as many definitions as it does implementations, and in law firms it was recognized early on as a tool to help lawyers in supporting their clients. Lots of paper, information, and knowledge to manage ' and robust document management systems emerged as KM solutions. That's fine for the lawyers, but in marketing and business development, it's who you know as much as it is what you know. At Duane Morris, where our Marketing and Business Development Department is only 3 years old, we were able to grow this functional area around the key information and processes needed to be successful.

Our firm has been recognized for its aggressive strategy for legal marketing. We have teams of marketing managers and business development managers assigned to “territories” (practices and offices) and we identify, qualify and pursue leads for new business based on assessments of personal relationships, market growth/potential, and company success. We needed a program to leverage the knowledge required for business development. We didn't set out to create a KM program per se, but what has evolved (and is still evolving), is a program that is working well for us.

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