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<b><i>Marketing Tech:</i></b> Cultivating a Culture of Awareness

By Peter Ozolin

Law firm marketing professionals and attorneys often find themselves at a standoff. The attorneys look at marketing and ask (though perhaps in not so many words), “Why aren't you going out and getting us business?” The marketers reply (though perhaps in not so many words), “You're the experts in field A, B or C, why don't you come to us with opportunities that we can act upon?”

Imagine, for a moment, a slightly more perfect world. A world in which marketing and business development professionals have an excellent sense of current developments at each attorney's client and, among other entities, in each attorney's area of practice, and are able to pinpoint opportunities and generate RFPs before the requests have even been generated. A world where attorneys have their finger on the pulse of business developments in the industries they serve, and can likewise identify opportunities and loop in marketing and business development people to help close the deal.

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