As part of the Authorized Advertising and marketing Affiliation’s partnership with Above the Legislation, every month we’ll share a roundup of insights and intel from Methods & Voices, the net commerce journal devoted to the craft of authorized advertising and marketing.
Spanning the LMA’s Physique of Information domains for Advertising and marketing Administration and Management, articles on this version assist authorized entrepreneurs with a number of initiatives.
Launch New Companies
Authorized entrepreneurs can and may play a number one position of their corporations’ introduction of recent companies. In Authorized Entrepreneurs: Your Position in Growing New Companies, readers will study key steps of a strategic course of for evaluating and launching new choices.
Key tip: Have interaction your purchasers by interviews, surveys and focus teams to make sure your new companies meet and exceed shopper expectations.
Be taught Your Type: Chief or Supervisor?
“Chief” and “supervisor” could also be used interchangeably, however they really signify two very completely different approaches to guiding a crew. The infographic Management vs. Administration: Figuring out the Proper Method for Your Group offers some readability utilizing 4 key questions:
- What are we getting down to do?
- How will we ship outcomes?
- How will we make it occur?
- What are the outcomes?
Key takeaway: Management may be summarized as “doing the appropriate factor,” whereas administration may be distilled as “doing the factor proper.”
Hyperlink Aggressive Intelligence to Agency Technique
Aggressive intelligence professionals are sometimes requested to assist with particular and tactical initiatives, comparable to analyzing a possible shopper’s litigation portfolio. However main legislation corporations are beginning to incorporate this operate into strategic planning or practices, trade teams and even the agency as a complete.
In How Aggressive Intelligence Can Assist Agency Technique, three senior authorized entrepreneurs share examples of strategic initiatives the place CI performed an element; talk about the weather of CI that apply greatest to strategic planning; and supply steering on presenting CI information within the strategic planning setting.
Key takeaway: Keep away from the “large information dump”; when presenting analysis findings, present agency leaders with user-friendly government summaries that spotlight essentially the most actionable data.
Leverage Your Expertise
This month, Methods & Voices additionally shared the outcomes of the 2024 Authorized Advertising and marketing Expertise Ecosystem Examine carried out by LMA and RubyLaw. This offers legislation corporations of all sizes with benchmarking on know-how use in addition to views on how martech will evolve throughout the authorized sector.
The first output of the research is a Authorized Advertising and marketing Expertise Stack Blueprint, which charts the “prevailing methods and instruments utilized by authorized entrepreneurs.” It’s a useful reference as corporations enter price range season this fall.
Key takeaway: The survey reveals the adoption charges of varied know-how instruments in legislation corporations. In 2024, common instruments have included:
- Content material syndication
- Buyer relationship administration
- Alumni portals
- Gross sales enablement
- Advertising and marketing automation
- Expertise administration
- Social media publishing
- Knowledge enrichment
What’s on the decline? Search and social, accessibility and compliance, and search engine marketing.
Within the months forward, the LMA’s Methods & Voices will shift to give attention to Shopper Service.
Do you may have a compelling case research about your agency, or advertising and marketing insights to share? Share your concepts with Methods & Voices at this time.
Katherine (Katie) Hollar Barnard is the managing associate of Firesign | Enlightened Authorized Advertising and marketing, a communications company for legislation corporations and authorized service suppliers. She additionally serves as co-chair of the LMA’s Methods & Voices editorial committee.
