I have two graduate degrees in business that cover an MBA plus lots of comparative coursework (int’l finance, comparative econ, etc.). My dance card is NOT full and I will work for cheap.
In the last few months, law firms have become increasingly aware that training lawyers in marketing and business development is a key way to drive business. According to a February survey of 120 marketing directors at large law firms — conducted by legal market researcher, BTI Consulting Group — business development is one of the few marketing areas where law firm executives are most willing to increase spending. Nearly 70% said they planned to provide more marketing coaching to lawyers.
Marketing coaching fills in where law school falls short on training. Firms are enlisting coaches who work one-on-one with their lawyers on how to keep up with existing clients and court new ones. While it’s certainly not a new concept to the legal world, this kind of strategic networking becomes critical as business wanes. “As business falls off everywhere, all of us need to have an eye on where the next thing is coming from,” says Edward Winslow, partner at Brooks, Pierce, McLendon, Humphrey & Leonard LLP, an 85-lawyer firm based in Greensboro, N.C.
WSJ via ATL.