In carrying out the third in our series of ‘Marketing the Advisers’ studies, we at Wheeler Associates chose to inter-view partners in order to understand what those at the ‘sharp end’ of the business are doing to build relationships with existing clients, to enhance their own and the firm’s profile in the market and to win new clients.
In addition, we wanted to explore the extent to which partners in professional services firms work together towards a common set of business development goals, or whether they are engaged in a series of ‘cottage industries’ gaining little benefit from the larger organisation in which they work. In essence, we wanted to find out whether partnerships have evolved a marketing and client-facing culture in which the partners truly act ‘one for all, and all for one’. We also wanted to benchmark the performance of law firms against other professions.
