The best-laid marketing plans can easily run off course. That’s true whatever sector you work in. But in the fast-paced legal world, sticking to strategy has its own particular challenges. Financial pressures are high in the current market, so it can be tempting for individuals to focus on short-term targets. But lawyers need to look at the long game, and that means focusing on their firm or set’s goals.
A big challenge for firms and sets to work towards a common goal is getting the lawyers to think firm/set-wide, rather than just focusing on their own marketing needs. This is especially tricky in the current market, where individuals are under pressure to meet their own financial targets.
The professionals we spoke to discussed various solutions, but communication and consultation are key, bringing everyone in the business along with the strategic plan, and taking time to articulate to the lawyers, in small groups and one-to-ones, how their
