Editor's letter: Back to basics

It has been rather an eventful time lately for the UK Prime Minister Gordon Brown, who, as we go to press, is clinging to power amid increasingly widespread calls for his resignation, several ministerial walk-outs, a landslide defeat at the European parliamentary elections, a parliamentary expenses scandal and, of course, continuing recession-induced economic stresses. Some would argue his reaction has followed a predictable pattern. First deny any wrongdoing, second reshuffle cabinet, third reassure the voters and, presumably, fourth hope for the best.

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Cover feature: Structuring success
Ori Wiener on how firms can re-evaluate their marketing structures to maximise return on investment in a challenging market.

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Masterclass: Getting more for your money
Reducing costs is now a necessity for most law firms. Laurie Young illustrates how marketers and business developers can keep expenditure under control.

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Case study: Novack and Macey LLP
Eric N. Macey offers insight into the marketing and branding campaign that brought the boutique US firm Novack and Macey LLP into the spotlight.

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Thought leader: Simply the best?
There’s no question about it – optimising your marketing systems and organisational structure is now not just a desire, it’s a necessity. It’s quite likely that marketing leaders are now expected to be more efficient and to communicate the results of your efforts based on specific metrics and hard data.

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The pitch doctor: Pitch perfect
Peter Rush asks the questions that pitch teams need consider to keep their pitching in recession-surviving shape.

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Q&A: Paul Brent
An avid opponent to the view that ‘law firms cannot sell’, Paul Brent discusses Boyes Turner’s approach to direct sales and boosting business relationships. Interview by Lucy McNulty.

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Feature: The right reputation
Beverly Landais reveals how best to manage reputation in a downturn.

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Case study: Dykema
Integrating law-firm business development and marketing functions may not be a new concept, but it was a move that greatly benefited US firm, Dykema, as Marty A. Semaan explains.

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Masterclass: Capitalising on client relationships
Increasing the efficiency of existing business relationships and resources is critical in a cooling economy. Katinka Nicou and Jane Black reveal how firms can use the client-relationship cycle to accelerate competitive advancement.

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Advertorial: Digital marketing – exploiting the potential
The future of marketing is digital. Web, Google, e-mail marketing, social networking, Twitter, podcasts, blogs… the list of new media goes on and on. The challenge for law firms is to use this technology to help enhance relationships with existing customers and to convert new prospects into business. But how does the brash nature of digital work alongside the inherent and justified conservatism of law firms? And what will happen when more aggressive legal organisations enter the market following the introduction of the Legal Services Act 2007?