So many times we find management boards or partners of law firms thinking that their marketing and BD efforts can cease once they hire a Marketing or Business Development Manager. Little do they realise that actually then the hard work really starts!
Marketing professionals can use their experience and expertise to advise on strategy, manage budgets, plan, support and assist, but the truth is that everyone is responsible for marketing and business development and actually taking on a marketing professional will probably result in lawyers being asked to do more than they had before!
Ownership and Responsibility – A business needs to fully buy-in to the business development process, from the very top down. Accept that the process may involve facing some unpleasant truths and will most certainly require change. It is up to the senior management of a business to walk the BD walk if they are serious about wanting to achieve their BD goals. No one person can achieve the goals of a business, it requires a dedicated team effort with each player understanding their role and playing their part.