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Best Practices in Law Firm Business Development and Marketing

Author(s): Deborah Brightman Farone
Practice Area: Business development, marketing, succession, and continuity, Law practice management, Legal innovation, Legal operations, Professional development
Date: Jan 2019 i Other versions can be found in the Related Items tab.
ISBN: 9781402431166
PLI Item #: 241493

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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Deborah has had the unique opportunity to play a role in developing the best practices in professional services marketing by working with the most respected and demanding professionals in the world.  

Deborah is the former long-time chief marketing officer of Cravath, Swaine & Moore LLP, where she created and managed the firm’s marketing and business development operations. On the business development side, she worked with colleagues to create a business and industry intelligence unit to help generate business opportunities, define new trends, and prepare partners for presentations. On the communications side, Deborah oversaw all strategic public relations and marketing communications.  Prior to joining Cravath, Deborah was the chief marketing officer at Debevoise & Plimpton.

Deborah is the author of the acclaimed Best Practices in Law Firm Business Development and Marketing (PLI 2019), a new book based on more than 60 interviews she conducted in 2018 with leading law firm leaders and marketers, general counsel, and innovators in the profession. Prior to entering law firm marketing, she worked at Towers Watson and Ketchum Communications and taught several courses at NYU in the area of marketing professional services. Deborah is the past President of the LMA NY Chapter and was recently honored with LMA New York’s Legacy Award, in recognition of making a distinguishable mark on the chapter and the profession.

In 2017, she launched her own consulting practice, Farone Advisors LLC, where she advises law and other professional service firms on business strategy and targeted marketing and is a speaker at professional forums and partner retreats.