Company CEOs are key decision-makers in selecting law firms, not in-house counsel
“Much of my time and our marketing and sales effort over the past decade have been wasted through concentrating on the wrong people.” That was the stunned reaction of one law firm leader on learning that the client chief executive officer (CEO) or chair is primarily responsible for a massive 82% of law firm appointments for organisations with sales up to $500m (£303m), according to a recent Managing Partners’ Forum (MPF) survey. This compares with just 6% of organisations where such appointments are the responsibility of general counsel.
MPF’s Richard Chaplin argues that law firms are focusing much of their marketing on the wrong people
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