Moving from Art to Science: Incorporating Metrics to Drive Business Development/Marketing Priorities

The following content is presented by the LMA Midwest Region.

Domain:  Business Development, Business of Law and Technology Management

Legal marketing professionals face a perpetual challenge of high demand for marketing and BD support with limited bandwidth and resources. The easy answer is to incorporate ROI metrics to prioritize marketing activities, but moving from theory to practical implementation is challenging. Just as challenging is selling this to partners, some of whom believe that prioritization starts and ends with the organizational chart.

In this workshop, we will discuss how to identify the building blocks of a given practice and use this information to allocate marketing attention and incentivize behavior. We will illustrate how to use performance metrics to diagnose and improve win rates, to improve collaboration and cross-selling, to differentiate between marketing support and business development support, and to justify resource allocation decisions. This is a hands-on workshop with interactive discussions and table exercises to convey the learning objectives. This session will integrate the disciplines of marketing, finance, and technology.

Learning objectives:

  • Understand which performance metrics matter at the practice, office, or industry group level
  • Incorporate performance metrics to differentiate between marketing needs and BD support needs
  • Incorporate performance metrics to assess the ROI of marketing and BD support and adjust accordingly

Presenter: Timothy B. Corcoran, Corcoran Consulting Group

Member Price: $0
Prospective Member Price: $59

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Video-Recorded Session

This session includes video, audio and synced presentations for an enhanced virtual learning experience.