Disintermediation dilemma.

• Author: Mandel, Carrie

The variation in approaches to marketing and business development across firms and across borders is still very much a case-by-case situation It depends on what particular challenges are facing that firm--what the issue de jour is at that particular moment in time. Most firms start the recruiting process saying more or less the same things, but they end up in very different places depending on where they happen to be.

For example, one firm I worked with recently needed a strong operations person. We discussed bringing in someone from outside the category, but it was too daunting --a real comfort-zone issue. I've seen that a great deal, particularly in the United States There's a cultural bias about going outside law firms. Another firm that was willing to go outside the category started with a laundry list of requirements--they needed candidates that were strong in everything. But, over time, it was branding that became front and center for them They decided it was a critical mission. That runs counter to the prevailing bias that the best talent right now is sophisticated business development talent. It's very case-by-case.

Another issue that crosses firms and cultures has to do with the nature of the role within law firms. When I talk to CMOs from the established, white-shoe world, they're a little bored. They're not pushing the envelope...