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As a profession, legal marketing is still in its infancy. In fact, words like sales, marketing and business development were virtually shunned as nonsense and "ambulance chasing" just a decade ago. Back then, attorneys enjoyed longstanding institutional clients, handshake deals, unquestioned bills, and significant leverage in the attorney-client relationship.
But how times have changed. With an increase in partner laterals, the advent of increasingly sophisticated procurement teams, greater transparency into pricing models, and more law firm mergers every year, the dynamics have certainly shifted. Attorneys can no longer simply wait for their phones to ring and to expect million-dollar books of business by executing and providing superb client service. That ship has sailed, and client expectations have been raised across the board.
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Why is it that those who are best skilled at advocating for others are ill-equipped at advocating for their own skills and what to do about it?
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