No More Business As UsualBy BurkeyBelser
October 12, 2017
Terri Gavulic sent out a call for ideas related to a speech and article about marketing today. Her very relevant questions are just below; my brief reply, below that. That the questions are framed around the legal market is irrelevant because my answer applies to you no matter in what industry you work.
What do legal marketing and BD professionals need to do differently now than even a few years ago to add value in their roles?
What disruptive trends or activities are you seeing in the legal marketing and BD space that could potentially change business as usual?
"Great questions, Terri, and apologies for a short answer rather than a long, fulsome reply. I/We believe a dramatic shift in marketing has occurred since the Great Recession from individual points in the marketing chain (e.g., “random acts of marketing”) to a full view of the customer journey (new buzzword, I know, but a good one). In other words, it's the long view that’s needed today, one that still begins with brand clarity but runs well after the website launch (your most important public-facing tool) to measurable, quantifiable results over the long haul.
Software allows us to find and track our buyers today in ways impossible just five years ago. Nurturing the buyer over time replaces the “Let’s put on a play!” mentality that characterized traditional thinking, at least for many marketers. The discipline to replace the short haul with the long has so many ramifications—how you create and deploy a budget, how you staff, how you use agencies. In fact, pretty much nothing is the same except perhaps—just perhaps—tried and true sales techniques. However, at the nexus of sales and the conclusion of sales—proposals, for example—increased organization, systemization and structure simply has to overtake the “Damn, another proposal!” response that treated each one as a one-off opportunity."
Like Terri, we’d love to know how you would answer the question. We’ll collect your input and publish a Big Idea later this fall.