My colleague James Rimmer has some great insights on marketing in professional service firms, in particular the need to balance internal and external marketing efforts.
James has led marketing teams in both local and international law firms and has seen how marketing can play both a strategic and tactical role in developing clients, identifying new growth opportunities and optimizing the client experience.
As Director of Marketing and Business Development at Cooper Grace Ward, he works closely with the firm’s partners to guide the firms’ strategic direction, develop marketing strategies to grow new sectors, segments and revenue streams, and provide tactical support for practice areas to attract new clients and improve existing client relationship management.
With 200 staff, it’s a juggling act that requires effective engagement with law firm partners and legal teams to prioritise where to focus marketing efforts to gain the best impact. James emphasized that internal marketing is just as important as the firm’s external marketing activities to get alignment and consistency with how clients experience the CGW brand.
My MBA cohort had lots of questions for James, ranging from how technology is changing and disrupting law firm services through to how data is being used to personalise the client experience.