No matter how great an army of seasoned business development veterans you may have at your firm, they will always be more effective when they have reinforcements. In the law firm, the group that is tasked with backing up the business development troops is the Marketing Department. They provide the air cover to help ensure that the business development battles on the ground are successful.
These loyal and dedicated members of your business development army can help to provide whatever the troops need to be effective. They can start by helping to draw up business development battle plans. They can ensure that the troops’ expertise is widely distributed through publications and placements. They can assist in picking the right targets. They can do research or other leg work to help with movements in the field. They can provide ammunition to use during meetings. Then they can help with follow-up to keep things moving forward. Most importantly, they can help to lay out and execute an effective business development strategy, which is essential to success. Remember, no matter how fierce the battle, the Marketing Department should always have your back.