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Law Firm Marketing and Business Development

By Amanda K. Brady

Change is constant and hard ' and usually lumpy. This is especially true when it reaches the core of how an organization operates and goes to market.

Like other professional services firms, most law firms employ the seller-doer model. A lawyer brings in business and then leads the actual engagement. Despite that, some firms are experimenting with dedicated “sales” professionals to generate engagements, while most lawyers still bring in the bulk of the work. But how they bring in work and who helps in the process has evolved in the last 10 years, proving that lawyers, too, can change.

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