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Spotlight on Innovation
Tursi: You have been a business development trainer, coach, and consultant to law firms for over 16 years. What motivated you to develop a new approach for developing rainmakers?
Freeman: During my career, I have seen many different approaches for improving the business development skills of lawyers ' training sessions, personal coaching, “train the trainers,” lunch and learns featuring internal rainmakers, mentoring programs, conferences, books, experiential learning, accountability groups, and tracking systems ' you name it, firms have tried it. With CMOplaybook', I have combined a number of these best practices to create an internally managed system that can help lawyers at any level become better rainmakers.
The idea for this program took hold during my tenure as Co-Chair of the Legal Marketing Association's Annual Conference last year. It became clear to me that we collect the best and the brightest to preach to the choir ' other legal marketers ' but it is the lawyers themselves who desperately need this information. My first task was to collect some of the “greatest hits” in business development, to package the knowledge shared in a conference in a way that is accessible to a wider audience. To that end, I recorded nine sessions with a faculty of 28 Chief Marketing Officers and other law firm marketing, sales, and service experts, covering the key areas of business development. My production team and I then spent hundreds of hours sifting through the recordings to extract the best ideas, with the final result being hundreds of invaluable approaches that can translate into millions of dollars of new revenue over a career.
As you well know, information, without implementation, is never enough. My next challenge was to build an approach that combined adult learning techniques with the benefits of personal coaching in a way that could be delivered and managed internally by a firm. By incorporating action worksheets, business development templates, participant's and leader's guides, accountability groups, and personal sustainability and tracking systems, CMOplaybook' has evolved into a radically different, self-paced learning and action system that can help lawyers build truly exceptional practices.
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