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Editor’s Note: This is the first of a new, monthly column in The American Lawyer that will focus on legal marketing and how lawyers and marketers can better work together.

The end of one year and the beginning of another presents an opportunity to move forward with renewed purpose and direction. Staying ahead of the evolving legal landscape calls for adaptability and collaboration from every corner of your firm. A marketing and business development (M&BD) department is a prime area to invest in and leverage in an industry that is particularly hungry for competitive advantage. The modern capabilities of M&BD teams can distinguish your firm and drive realistic expectations for progress and growth in the years ahead.

While many firms have established M&BD functions, most are not maximizing the value of their investment in this resource. Firms who proactively integrate M&BD professionals into business operations will save precious time when inevitable changes in the marketplace emerge.

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