When I started to write the book “Best Practices in Law Firm Business Development and Marketing,” I set out to find those rainmakers, general counsel, law firm leaders and marketers who exemplified the very best practices in law firm management and marketing. I had spent the last 14 years as the chief marketing officer of Cravath, Swaine & Moore, and before that I held a similar post at Debevoise & Plimpton, but I knew that even with that experience behind me, there was more for me to learn.
After conducting more than 60 interviews and meeting with leaders throughout the country and in London, several themes and lessons emerged. Some of the most interesting ones are what I call disconnects. These were the mismatches that appeared when certain views or facts just didn’t match up. I went back after conducting interviews, comparing my notes from one talk to another, and saw patterns begin to appear. While these disconnects may be seen as impediments to law firms, for those that move decisively in how they operate and market, they may be opportunities. There are a number of firms that are already successfully moving in that direction.
