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Strategic Marketing

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EXECUTIVE SUMMARY		v

ACKNOWLEDGEMENTS		viii

*About the Managing Partner* best-practice series**		xi

CHAPTER ONE
The case for marketing		1
	Why lawyers get stuck in the marketing mud	1
	Perceiving and demonstrating the value of marketing	3
	So why are we even talking about marketing?	3
	The case for marketing	4
	Competition	4
	Commoditisation	5
	Brave new world	5
	Client-satisfaction benchmark survey	6
Masterclass – Proving marketing is an investment, not a cost		7
	Identifying and developing relevant and convincing metrics	8
	Utilising quantitative and qualitative measures to convince your partnership	9
	Measuring up the Shepherd and Wedderburn brand	10
Trend tracker – A report on European legal marketing 2005		11

CHAPTER TWO
The culture of good marketing		17
	Where does marketing sit?	17
	The marketing-director role	17
	Getting the infrastructure right for strategic marketing	18
	The marketing director's role in behavioural change	20
	One for all and all for one	21
Case study: A match made in heaven?		22
	The road to buy-in and behavioural change	22
	Positive interaction and collective change	23
	Business as usual	24
	Keys to buy-in	24
Masterclass – Tips for influencing behaviour to develop a client-centric culture		25
	Is there an appetite for change?	25
	Don't ever try to change the unchangeable	26
	Effect change in bite-sized chunks	26
	Set clear measurable metrics to monitor and measure change	26
	Remember that in any change-management programme, there is always a valley of despair	26
	Communicate, communicate and communicate	26
	Support people and build their confidence	27
	Don't work alone	27
	Be flexible	27
Case study: Communication and marketing – the cornerstones of cross-selling		28
	The importance of communication and marketing	29
	A well-understood cross-selling technique begins with the firm's people	30
Case study: Delivering good client service		32
	Client satisfaction	32
	Our client satisfaction process	33
	Investing in our clients and our people	34

CHAPTER THREE
The next level: CRM and key-account management		35
	Key-account management: The evolutionary client-relationship path	36
	The client team and client-relationship partner	38
	Getting feedback	38
	Key actions for effective CRM	39
	The marketer's role in CRM	39
Roundtable: CRM – A question of culture?		40
	Problems with the software?	40
	It's all about the culture	41
	Winning buy-in to change	42
	Collaboration and team work: The key to effective CRM	43
Q&A: Second generation CRM at CMS Cameron McKenna		44
Trend tracker – Software for legal marketing processes		48
	A brief history of legal CRM	48
	PMS vendors muscle in	49
	Market intelligence	50
	Standard product, flexible strategy	50
	Mobility	51
	A key component in a broader strategy	52
	Workflow – CRM and beyond	52

CHAPTER FOUR
Marketing through change: An integrated approach		53
	Brand development and management	53
	Future brand skills: Defining the marketing strategy and positioning	54
	Branding in the long term	54
	A virtuous circle: Retention, brand differentiation and profitability	55
	Pitching and procurement: From branding to winning work	56
	Marketing mergers	57
Case study: When teams come together…		58
	Integration of legal teams	58
	Support integration	59
	Practice and support integration	60
Case study: Building a brand at Goodwin Procter – Marketing areas of strategic focus		62
	Templates	64
	Content	64
	Leverage	65
	Integration	65
	Research	65
	Benchmark	65
	Pilots	65
Case study: Branding from the inside out		66
	The Baker & McKenzie way	66
	The beginnings – how and why?	67
	The use of consultants	67
	Programme details	67
	Monitoring success	68
	Aligning organisational behaviour with the external brand promise	68
Case study: Mobilising a merger		70
	Target client profile	70
	Realising the benefits of the merger	71
	Structure and operation of the business-development department	71
	The ingredients: iContact CRM database	72
	Practice-management reporting capabilities	73
	Advanced client, market and competitor-research capabilities	73
	Credentials and expertise sharing	73
	Pointers for success	73
	Delivering the solution	74
	The business-development portal	74
	Business-development menu in Word	74
	Mobile access through Blackberry units	75
	Internal communication	75
	The business-development dashboard	75
	Leveraging change	75

CHAPTER FIVE
International marketing strategy		77
	Market approach	78
	Global consistency or cultural customisation?	79
	International market analysis	80
	International brand strategy	80
	International market communication	82
	International business development and client-management strategy	82
	International service design	83
	Facing up to cross-border business	83

SUMMARY
Marketing: The beginning or the end?		85

INDEX		87

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