What types of tools can marketers then offer to their attorneys or sales professionals?
The marketers will need to continue to provide the traditional marketing/communications tools that promote and position their firms in a manner that is in concert with the business strategy. A successful sales function depends on a strong marketing function. In talking to various industries, how is Industry-driven marketing different than the traditional Practice Group focus? Industry-driven marketing adds an additional piece to the puzzle. It requires many more specifics and knowledge of the targeted client company, where they are coming from and the challenges they face. It makes us speak more directly to our clients, understand not only their specific business but the industry in which they do business. It requires focus needs on the development of client teams. These client teams not only bring great comfort to the client, but provide the expertise, talent, and mindset to look at the client as a whole. This gives the client what they want — legal solutions to business problems. In
