Most firms would be stronger “rainmaking machines” and magnets for talent if they increased the collaboration of their marketing and recruiting functions and personnel. The potential for synergy and support is largely untapped: from overall strategy to activities beyond brochures, to attorney and client retention.

One crucial goal is to send out consistent messages about the firm to audiences in the marketplace, the law schools, clientele, and internally. Internal perceptions often are different from what the firm wants the marketplace to believe. Over the long term, that is self-defeating.