Law firms don’t call their finance departments the “accounts receivable department” even though that’s a key part of the job. Likewise, they don’t call their human resources wing the “benefits department.” Now, Boston-based Goulston & Storrs has applied the same logic to what used to be called its “marketing and business development department,” rebranding it as the “strategic growth department.”

The new name is less of a signal to Goulston’s clients about the team’s capabilities, and more of a demonstration to the rest of the firm about what they deliver, both internally and to clients. “Our department is all about strategic growth, whether it’s growing our client relationship, our referral relationships, our mindshare or market share, and our lateral stable of attorneys,” said Beth Cuzzone, the Am Law 200 firm’s chief strategic growth officer.