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Sales and Service Strategies

By Carolee Swallie

Have you ever wondered why, when everyone in your firm supports the concept of business development, you just can't seem to get initiatives implemented? While business development inside a law firm isn't a new concept, many directors and CMOs have so far failed to recognize just how significant an impact these initiatives will have on the basic structure and organization of the firm. Without this understanding and without planning for incorporating these structural changes into your business development blueprint, many firm-wide initiatives have a greater chance to stall, and perhaps be tabled indefinitely. This concept goes beyond the marketing/business development department having a good relationship and working with the firm's COO. Significant effort must be put into making concrete, strategic changes to the current firm structure and operating procedures. Otherwise, the misalignment could stall implementation of business development programs and delay the desired end result of true client service and increased dollars in the firm's bottom line.

Even for the most basic business development initiatives, your success rate can be increased if you work with the COO or executive

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