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Best Practices in Law Firm Business Development and Marketing (Hardbound)

Author(s): Deborah Brightman Farone
Practice Area: Professional Skills
Published: Jan 2019
ISBN: 9781402431166
PLI Item #: 241493

Also available in softbound.

Best Practices in Law Firm Business Development and Marketing is a unique resource for law firm leaders, practicing attorneys, legal marketers, consultants, and educators who want to uncover the best marketing practices in the legal profession. Find out how the most successful law firm leaders are creating and developing firm cultures to encourage business development, and how smaller firms and single practitioners are executing on marketing plans to make an impact.

This book uncovers the best practices in the wide arena of legal marketing and covers topics including:

  • the most successful ways to create long-term relationships with clients
  • how personalities, leadership, and collaboration contribute to a firm’s culture and brand
  • what characteristics management should look for when hiring a CMO
  • how compensation, firm culture, training, and coaching can support and incentivize business development
  • steps to take to build an individual reputation and brand, including the use of press, speaking engagements, and social media
  • the essential approach to support women lawyers with business development — including ideas on networking, mentorship versus sponsorship, and authenticity in marketing
  •  how new technologies are being applied to deliver better service, attract clients, and generate business
  • the important role of legal operations, the procurement professional, and legal process outsourcing
  • practical methods for evaluating AI solutions to business needs such as billing, e-discovery, and technology-assisted review

Culled from scores of interviews with law firm leaders, chief marketing officers, and legal innovation visionaries, Best Practices provides actionable advice and real-world thinking. Each chapter is filled with information that can be scaled to apply to a single-person law practice as well as a large international law firm. In addition, the book features special “Think Pieces” from some of the nation’s leading experts in legal marketing.

BULK DISCOUNT: Purchase three or more copies of this book in the same order and automatically receive a 20% discount on the title for that sale.

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As the CMO at two of the world’s most successful law firms and as a marketing professional at a global management consultancy, Deborah Farone has had unparalleled experience in professional services marketing and communications. Farone Advisors provides marketing and communications strategy and advice to professional organizations in order to help them position their companies for growth.

Most recently, Ms. Farone was the CMO at the law firm Cravath, Swaine & Moore LLP where she launched the firm’s marketing department and created a business and industry intelligence unit to generate revenue. She worked with the firm’s presiding partners and department heads on all aspects of developing the practice. On the communications front, Ms. Farone handled crisis communications, strategic public relations, the Firm’s website and marketing communications. Prior to joining Cravath, she was the CMO at Debevoise & Plimpton, where she also helped create and launch their marketing department. She joined Debevoise from Towers Watson, where she coordinated national press relations and marketing efforts. Ms. Farone started her career at Ketchum Communications, working for both investor and public relations clients including publicly-held and private companies in the financial, professional services and consumer product sectors.

Ms. Farone has served as an adjunct Assistant Professor on the faculty of New York University where she taught several courses, including Effective Marketing and Public Relations for Professional Service Companies. She is a past President of the Legal Marketing Association’s New York Chapter and past Chair of the New York City Bar Association’s marketing communications committee. She was recently honored with LMA’s Legacy Award in recognition of making a distinguishable mark on the chapter and the profession. In addition, she was an honoree at the YWCA’s Women Leader Luncheon and serves as a member of the organization’s Academy of Women Leaders.

Ms. Farone had served on the Board of Directors of The Girl Scouts Council of Greater New York. She was an appointed member of the International Trademark Association’s public relations task force and served as Chair of the New York Chapter of the Public Relations Society of America’s meet the media committee and an officer of PRSA’s professional service committee.

Ms. Farone has a B.S from Boston University’s College of Communications, graduating magna cum laude. Upon graduation, she was the recipient of the College’s Alumni Award for Student Excellence and a member of Psi Chi, the International Honor Society in Psychology.