Owning Your Internal Brand: How to Raise the Profile of Your Business Development & Marketing Team
A strong partnership between attorneys and your firm's business development and marketing team is critical to winning work in an increasingly competitive legal landscape. But what should you do if attorneys think of you simply as a party planner or order taker instead of a team member who is key to their success? Seasoned legal marketers Amanda Loesch and Jennifer Simpson Carr will present a hands-on workshop and case studies exploring how to raise the profile of the BD and marketing team within your firm. You will learn how to develop a unified internal message and effectively communicate about the work you do and the value you bring. The workshop will also cover how to:
Create strategies to share your victories and achievements, especially to achieve buy-in with naysayers
Identify the correct metrics to track and share with your attorneys to support your recommendations
Prepare a strategy to approach BD and marketing planning holistically, driving a clear team focus on how time, resources, and human capital are spent
Develop a process to integrate new hires on your team
Evaluate your team’s capabilities and coaching for success
Align initiatives with firm priorities and create a strategic plan for the marketing and business development team
Jennifer Simpson Carr is a Director at Knapp Marketing, where she guides firms and attorneys in establishing competitive advantage and winning new business in competitive markets. She has more than a decade of experience in-house leading business development strategies at small and mid-size law firms, primarily in the Am Law 200, throughout the United States. Jennifer’s comprehensive approach to business development combines marketing strategies, targeted communications campaigns, and thought leadership opportunities. She uses these to position law practices, differentiate them from their competitors, and drive new business opportunities, resulting in increased revenue.
Amanda Loesch is the CMO at Porzio, Bromberg & Newman P.C., where she leads the business development, marketing, and communications functions for the law firm and three subsidiary companies. Amanda works with firm leadership to facilitate client-focused opportunities that raise the profile of the firm, enhance and further develop client relationships, and build and implement best practices in marketing and business development operations. Prior to joining Porzio, Amanda held leadership positions at two Am Law 100 law firms. Amanda began her career in marketing at JPMorganChase where she completed the bank's Executive Leadership Development Program.