The setting was a roundtable session. The floor belonged to an Am Law 100 law firm leader. And the question she posed was clear: “what must we do to get the highest value from our marketing / business development investments?” The context for her question was the all-too-familiar drill. Plans are drafted. And they gather … Continue Reading
So you want to start the year with a winning business development strategy? Here’s where to begin. Name your target. This is an all-too-often overlooked (or skipped) key to success. If you are thinking that the place to begin is with a “just get my name out there” strategy, think again. The shortest distance between … Continue Reading
Every marketer is familiar with the challenge of crafting a strategy that rises above the noise of a crowded marketplace. It goes something like…“If our name was just out there more…what can you do to help us stand out?” It is as if delivering the right artwork will transform a mere mark into a logo … Continue Reading
A recent Harvard Business Review blog by Bill Lee — Marketing Is Dead — was, at least provocative; it has prompted a number of excellent conversation (maybe even a touch of consternation) in some quarters of the marketing community. Lee’s assertion is that traditional marketing is increasingly ineffective. And if the conversation is about tools … Continue Reading
It’s time we admitted something. Business development is not complicated. Hard work? Indeed…because it is, at its core, about succeeding at relationships…and we all know — whether we will admit it or not — almost anything having to do with relationships is hard work. But our quest for formulas, fast-fixes and the ultimate planning template … Continue Reading
If you wrestle with the practical aspects of developing and executing on a business development strategy (you’re not alone!), very few things will bring the clarity that comes with a focus on Targets. Check that. Few things will have the impact that comes with a focus on Smart Targeting. From no target at all (waiting … Continue Reading
One of the interesting hooks of the reality talent-themed television series The Voice is that initial decisions shaping the vocal competition are based on judges only being able to hear contestants. Appearance, body language, everything visual is removed from the equation. The unspoken here is that the notion of what a singer should look like … Continue Reading
To the degree that it is human nature, it is understandable. On the other hand, to the degree that it is a resource drain and one of the mistakes we insist on making over and over, it is a bane to effective business development. “It” is our insatiable thirst and relentless search for a Silver … Continue Reading
More than once in recent weeks I’ve participated in (or overheard out of the corner-of-an-ear) discussions on how time-consuming social media has become, what the payoff might be, and when it might be realized. (Don’t act like you haven’t asked some version of the same questions.) Not only is the issue real; it is legitimate. … Continue Reading
This post is dedicated to anyone who has ever asked (or been on the receiving end of the query) where did our marketing go wrong? And the answer is — perhaps it went awry when the priority became creating, producing and delivering the message as opposed to identifying the precise point at which you might … Continue Reading
