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<i>Leadership</i>: Law Firm Marketing and Sales Leadership

By Silvia L. Coulter

Helping a firm's marketing and sales team to perform at its peak is part of the role of an effective firm leader. There are two key areas where firm leadership may play an important role.

First, as firms move to a more client-centric, service-oriented culture, the sales director position is becoming an increasingly important role. This change of focus within the marketing and business development team does not mean that marketing doesn't matter; it means that all the great marketing support will be better leveraged by seasoned sales professionals who have experience turning activities into revenue-generating opportunities. The bigger challenge we see is for law firm leaders to understand the connection and to strongly support both areas of the firm. In some cases, CMOs and Directors who lead these teams are being pushed aside by law firm leaders who believe these individuals have served their purpose in firms ' and that now a skilled sales professional needs to run the show. We say, “hold on!” There are some key elements leaders would do best to understand to help define who the right fit is for the leadership role.

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