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2007 Leigh Dance
Global Growth: Marketing Your Law Firm Global Growth: Marketing Your Law Firm InternationallyInternationally
New York LMA LuncheonNew York LMA Luncheon
July 21, 2005
E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling
Michael J. O’Neill, Partner, Howrey
Global Growth: Marketing Your Law Firm Global Growth: Marketing Your Law Firm InternationallyInternationally
New York LMA LuncheonNew York LMA Luncheon
July 21, 2005
E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling
Michael J. O’Neill, Partner, Howrey
Today’s presentation Today’s presentation
I. High performance global marketing drivers
II. Global marketing organization structures & staffing
III. Marketing on a global scale: key challenges and how to surmount them
IV. Using technology to support global marketing
V. Best practices: international client development
VI. What global corporate counsel want
I. High performance global marketing drivers
II. Global marketing organization structures & staffing
III. Marketing on a global scale: key challenges and how to surmount them
IV. Using technology to support global marketing
V. Best practices: international client development
VI. What global corporate counsel want
The roles of marketing and The roles of marketing and business developmentbusiness development
in winning clients around the worldin winning clients around the world
The roles of marketing and The roles of marketing and business developmentbusiness development
in winning clients around the worldin winning clients around the world
Platform: Marketing & communicationsPlatform: Marketing & communications
Marketing and communicationsMarketing and communications
Business development: actively competing for client work
Business development: actively competing for client work
Marketing and communicationsMarketing and communications
Business developmentBusiness development
Client retains you
Global growth: reaching the summit more often with broader reaching the summit more often with broader
client relationshipsclient relationships
Global growth: reaching the summit more often with broader reaching the summit more often with broader
client relationshipsclient relationships
clients buy internationally based on industry/ practice expertise
outside of anglo-saxon world, experience is with relationship building and sales
local lawyers understand local client needs BUT firm marketing strategy best developed centrally
You can’t cover all of the terrain
clients buy internationally based on industry/ practice expertise
outside of anglo-saxon world, experience is with relationship building and sales
local lawyers understand local client needs BUT firm marketing strategy best developed centrally
You can’t cover all of the terrain
I. High performance global marketing I. High performance global marketing drivers:drivers:
I. High performance global marketing I. High performance global marketing drivers:drivers:
Skilled business development aimed at global corporations – complex client relationships
client intelligence
multiple points of contact, managed cohesively
sector/practice-focused research and analysis capabilities
formalized proposal/pitch preparation and debrief across offices
Skilled business development aimed at global corporations – complex client relationships
client intelligence
multiple points of contact, managed cohesively
sector/practice-focused research and analysis capabilities
formalized proposal/pitch preparation and debrief across offices
I. High performance global marketing I. High performance global marketing drivers:drivers:
I. High performance global marketing I. High performance global marketing drivers:drivers:
Practice group focus
emphasis on firmwide practice/industry group objectives and plans, executed globally and locally
practice group collaboration across borders
marketing staff assigned to practice groups
Practice group focus
emphasis on firmwide practice/industry group objectives and plans, executed globally and locally
practice group collaboration across borders
marketing staff assigned to practice groups
I. High performance global marketing I. High performance global marketing drivers:drivers:
I. High performance global marketing I. High performance global marketing drivers:drivers:
Excellent communications & IT infrastructure
internal communications: about firm capabilities, regulatory developments and clients
effective media relations in multiple markets to broadcast news
identity and brand management: consistent messages
Excellent communications & IT infrastructure
internal communications: about firm capabilities, regulatory developments and clients
effective media relations in multiple markets to broadcast news
identity and brand management: consistent messages
marketing department structures at various firms
marketing department structures at various firms
II. STRUCTURESII. STRUCTURESII. STRUCTURESII. STRUCTURES
Head of Marketing Head of Marketing
Marketing ManagerPractice Groups 1
Marketing ManagerPractice Groups 1
II. Structures - Marketing Department 1II. Structures - Marketing Department 1II. Structures - Marketing Department 1II. Structures - Marketing Department 1
Marketing ExecutiveMarketing Executive
Marketing Assistant(Optional)
Marketing Assistant(Optional)
Marketing ManagerPractice Groups 2
Marketing ManagerPractice Groups 2
Marketing ExecutiveMarketing Executive
Marketing Assistant(Optional)
Marketing Assistant(Optional)
Marketing ManagerPractice Groups 3
Marketing ManagerPractice Groups 3
Marketing ExecutiveMarketing Executive
Marketing Assistant(Optional)
Marketing Assistant(Optional)
Marketing ManagerPractice Groups 4
Marketing ManagerPractice Groups 4
Marketing ExecutiveMarketing Executive
Marketing Assistant(Optional)
Marketing Assistant(Optional)
Head of Marketing Head of Marketing
Bus. Devel. Mgr.Practice Group 1Bus. Devel. Mgr.Practice Group 1
II. Structures - Marketing Department 2II. Structures - Marketing Department 2II. Structures - Marketing Department 2II. Structures - Marketing Department 2
Marketing ExecutiveMarketing Executive
Bus. Devel. Mgr.Practice Group 2Bus. Devel. Mgr.Practice Group 2
Marketing ExecutiveMarketing Executive
Bus. Dev. Mgr.Practice Group 3Bus. Dev. Mgr.
Practice Group 3
Marketing ExecutiveMarketing Executive
PR/Media TeamPR/Media Team
Database Team
Database Team
Events TeamEvents Team
Head of Marketing Head of Marketing
PR/Media Relations Manager
PR/Media Relations Manager
II. Structures - Marketing Department 3II. Structures - Marketing Department 3II. Structures - Marketing Department 3II. Structures - Marketing Department 3
Marketing Executive(s)Marketing
Executive(s)
Marketing Assistant(Optional)
Marketing Assistant(Optional)
CommunicationsManager
CommunicationsManager
Marketing Executive(s)Marketing
Executive(s)
Marketing Asst.(Optional)
Marketing Asst.(Optional)
EventsManagerEvents
Manager
Marketing Executive(s)Marketing
Executive(s)
Marketing Asst.(Optional)
Marketing Asst.(Optional)
Business AnalysisManager
Business AnalysisManager
Marketing Executive(s)Marketing
Executive(s)
Marketing Asst.(Optional)
Marketing Asst.(Optional)
VI. GLOBAL CORPORATE COUNSEL STRESSFUL DAYS: it’s not about youVI. GLOBAL CORPORATE COUNSEL STRESSFUL DAYS: it’s not about you
“Will everything on that
transaction come together in
time?”
“Can I hold onto my in-house
team?”
“Do we fully understand the implications of
that deal?”
“I’ve raised concerns to
management-- are they
listening?”
COMMON CONCERNSCOMMON CONCERNS
Is this what in-house lawyering has come
to? Ticking compliance
form boxes!
COMMON CONCERNSCOMMON CONCERNS
If I’m the company
policeman how can I be a
business partner? No one will talk to
me!
COMMON CONCERNS COMMON CONCERNS
What don’t I know today that might get us in
trouble tomorrow?
COMMON CONCERNSCOMMON CONCERNS
Do we have the time and the
access to provide thorough and correct advice?
VI. HOW OUTSIDE LAWYERS ADD VALUEVI. HOW OUTSIDE LAWYERS ADD VALUE
Tell me what key questions I haven’t
asked
Make me a star to the management team, (from halfway
around the world)
Make the unfamiliar
markets less of a headache
Bring me practical info organized to look across our markets, to
help us prepare for the future
Answer my bosses’ questions. Don’t complicate things.
Make my problems your
problems
Global Growth: Marketing Your Law Global Growth: Marketing Your Law Firm InternationallyFirm Internationally
New York LMA LuncheonNew York LMA LuncheonJuly 21, 2005
E. Leigh Dance, ELD Project Marketing International, Inc. [email protected]
Global Growth: Marketing Your Law Global Growth: Marketing Your Law Firm InternationallyFirm Internationally
New York LMA LuncheonNew York LMA LuncheonJuly 21, 2005
E. Leigh Dance, ELD Project Marketing International, Inc. [email protected]