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Marketing the Law FirmFeaturesLaw Firm Marketing and Business Development

Are Your Business Development Resolutions Already Falling Flat? Re-Engage by Prioritizing Your Internal Network

By Shannon Duffy Lombardo
February 01, 2024

The clock strikes midnight. Auld Lang Syne is heard as champagne flutes are clinked. Ambitious New Year's resolutions are shared between friends. From the "I'm going to finally lose those dreaded 10 pounds" to "enforced screen-free family dinners," commitments are made by many for a more fulfilling, healthier new year.

For attorneys, these resolutions go beyond the personal and include professional goals and aspirations. Inevitably these resolutions center around prospective client-targeting efforts, branding goals, or client retention and growth priorities — in a nutshell, business development. Plans are carefully built in support of these business development goals that typically center around an external audience. While growth opportunities outside of an attorneys office or firm are vast and deep, many attorneys fail to appreciate the value of focusing on their internal audience — collaboration and branding opportunities with their colleagues. When done right, an internal business development focus can not only result in an increase in revenue for a firm and a stronger brand and reputation individually, these efforts can also spur momentum in discrete externally facing business development goals by making them more focused, impactful, and most importantly, fruitful.

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