On June 14, Jill Huse and Heather McCullough of Society 54 presented on "the gamificaiton of business development." We’ve all heard that many of the skills needed to develop business are counter to how attorneys are wired. But we do know that attorneys are competitive by nature, so that begs the question, can the skills and habits needed to develop business be taught and instilled through playing a game?
Businesses of all sizes have been using gamification, defined as “game design elements in non-game contexts,” for many years with great results. Gamification of business development is simply another internal tool that can be used to help build engagement in the process and confidence in an individuals’ ability to build a base of clients.
An effective internal “game” includes:
- outlining what outcomes the firm hopes to achieve
- identifying which behaviors will be changed
- defining how progress will be measured
- clearly describing success in the program and how it will be rewarded
This hands-on, interactive session incorporated case studies, training and roundtable brainstorming on how to create and implement a successful business development game within a firm.
About the presenters:
Society 54 Co-Founder Jill Huse is renowned as a trusted professional services advisor. Jill, a certified business coach, is highly regarded for her progressive ingenuity, research-based strategy and, most importantly, her ability to deliver results for clients.
Jill has worked in legal marketing for more than fifteen years, after starting her career in accounting marketing. Clients have said that Jill has an innate ability to identify, encourage and develop their unique and differentiating professional strengths, and to help them to leverage these strengths to meet and exceed bottom line goals.
As the director of marketing and business development at one of the most reputable AmLaw firms in the southeast, Jill structured and led her team in developing, implementing and managing award-winning communication, business development and marketing initiatives. Further, Jill is a tenured member and past president of the Southeastern Chapter of the Legal Marketing Association (LMA), which, as the second largest LMA chapter, serves more than 450 members across nine states.
Not only is Jill well connected, she is highly respected and widely sought for her expertise and paramount perspective in all aspects of professional services marketing.
Society 54 Co-Founder Heather McCullough is two parts wit and one part tenacity, with heaping doses of creativity and intellect on the side.
Heather represents the power of hard work, strategy and collaboration. For more than 14 years, she has brought game-changing results to professional services firms across the Southeast. As the director of business and practice development at one of the most well-respected law firms in the Carolinas, Heather oversaw all aspects of firm branding and business development, including communications, client relations, events and business development –– all while keeping a keen eye on budgets and ROI.
In the consulting realm, Heather never says no to a challenge. She knows that hollow rebranding and marketing can fall flat, and operates as a tireless advocate for her clients to ensure that efforts are anything but hollow. She is well known in the legal marketing industry and her wheels never stop turning when it comes to generating profit, rapport and direction for her clients.