One eye on the prize
Although law firms are spending a significant proportion of their budget on marketing and business development, they need to concentrate more on how to measure its effectiveness in order to reap the benefits, say Clifford Ferguson and Paul Matthews
Recently, we conducted research into how well professional services firms such as lawyers and accountants go about winning new business. This found that law firms, in particular, were weak at planning, managing and measuring their new business development and marketing activity.
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