Business Development Will Dominate Marketing
Dollars and bodies are being shifted from traditional marketing to business development, according to Joseph Calve and Carolyn Rumpf. After 15 years of marketing, law firms are embracing business development with a vengeance. It’s time for marketers who want to stay relevant to get active in business development.
In the real business world, marketing and business development functions co-exist – albeit uncomfortably at times – in a more or less equitable partnership that sees them working toward common objectives but living on separate islands. In the somewhat more surreal world of BigLaw business, the functions tend to live together but, all too often work at cross purposes. And therein lies a budding tale.
Who is best suited to lead the firm, at least until the next, next thing comes along?
The answer seems clear. There's a new sheriff in town. Its name is business development. For the full story, visit the LawMarketing Portal.
