LMA: Why do you want to chair the firm's marketing efforts?

Morreale: Various aspects of the Woodcock Washburn's marketing efforts appeal to me. Like most lawyers, I have not been trained in sales and marketing. In addition to my legal training, I have a master's degree in chemistry. I really enjoy the challenge of learning the new skills and different ways of thinking that legal marketing and sales embraces. I also enjoy applying skills that are somewhat different from the daily skills that I use in my practice as an intellectual property litigator. For example, in managing the firm's advertising and communications efforts, I find many opportunities to be creative. I love to consider various artistic approaches and apply them to our communications and advertisements. I also enjoy mulling over different themes for a firm reception and then hashing the ideas out with the marketing committee to determine what works best for Woodcock Washburn.

LMA: What does your role entail?

Morreale: As I see it, the role of marketing partner at Woodcock is to champion a healthy, vibrant and effective marketing culture here at the firm.

My job also includes overseeing all firm communications, including both internal and external communications. This includes Woodcock's case alerts and newsletter. I also participate in the firm's business development committee. In that role, I help to develop and analyze business development strategies for various practice groups and industry focus groups that make up our practice. I have also implemented a sales training program this year in which several attorneys have participated.

I also seek to educate the members of the firm about legal marketing and sales. I do this in various ways. Sometimes it is simply making others aware of various marketing opportunities. Other times, I bring in different professionals to speak to the firm or invite my partners to attend different legal marketing seminars. I also try to set a good example by practicing what I preach regarding marketing. 

LMA: How does firm leadership perceive value from marketing?

Morreale: The firm leadership is very committed to marketing. We see value in opportunities that enable us to strengthen our relationship with existing clients or to make new contacts that might benefit from the firm's services. The most valuable opportunities are those that provide us with the ability to learn as much as possible about our client's business, its needs, goals and desires and the industry that it serves.

LMA: Marketing and business development are two separate functions; however more and more legal marketers are being asked to take on sales and client development tasks. Do you think that is a good idea?

Morreale: I think that marketing and business development are inextricably intertwined. They should complement each other. If they do, both efforts will be so much more effective and synergy will result.

LMA: How do you divide your time between practicing law and overseeing the firm's marketing efforts?

Morreale: Prior to hiring a director of marketing this year, Woodcock did not have one. Admittedly, it was a great challenge to practice law and oversee the firm's marketing efforts without that direction, guidance and support. At times, my law practice took over, with little time to oversee marketing. In those situations, I always try to devote whatever time was needed to do whatever needed to be done. With a director of marketing here, I spend my time in a more regular fashion. At a minimum, I spend about half an hour a day on marketing-related issues. Some days, depending upon what is going on, it is much more.

LMA: What do you find to be the most effective way to present marketing ideas and messages to the partnership?

Morreale: I always find it most effective to bring in an expert. I have learned that lawyers tend to be a skeptical lot about most subjects. Bringing in a top-notch expert to deliver the message helps overcome the credibility hurdles that are sometimes a problem.

LMA: In 10 words or less, what do you find most rewarding about chairing the firm's marketing efforts?

Morreale: I love hearing about our success stories!