Finding the value in the Value Challenge.

• Author: Scalzi, Jeff
• Position: Editorial

She Said

The Association of Corporate Counsel (ACC) rolled out its Value Challenge in June and made it very clear in the briefing package that there are three simple steps that in-house counsel and law firms need to take to make this initiative a success ... Meet. Talk. Act.

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So now for the $50 million question: If this sounds so easy, why aren't more firms jumping on this opportunity to proactively initiate conversation? This is a fantastic excuse for any attorney to connect with a long-term client and strike up a conversation that may lead to an opportunity to learn something new. Or reach out to a new and/or prospective client and let them know that you understand the ACC Value Challenge and look forward to the opportunity to Meet and Talk.

I would recommend law firm marketers and business developers remind their attorneys to Listen. Again, although it sounds simple it can be difficult to do, especially when you have an agenda in mind. Make listening your primary agenda item and then the Talking and Acting will fall into place.

--Jennifer Smuts, 302/888-6214, jsmuts@cblh.com

He Said

One of my favorite early-1990s "Saturday Night Live" skits was "Coffee Talk," where Mike Meyers played impeccably coiffed and manicured Linda Richman. Hailing from Scarsdale, N.Y., Linda would provide a random topic to her audience and ask them (in perfect New York accent) to "tawk amongst yourselves."

This initial phase of the ACC Value Challenge could very well be served up by Linda Richman. Imagine Linda saying "Alternative Billing Arrangements. Tawk amongst your selves. "That's precisely what the ACC is asking its members and our law firms to do. It's quite straightforward, actually.

As a long-time sponsor of the ACC at the international, national and local levels--and with two rather different law firms--it came as no surprise to me that ACC encapsulated many of its primary strategic objectives in its Value Challenge initiative. And association could not have timed it better, with our economy playing an unexpected supporting cast member to many of its principles. Is this a coincidence? Maybe. But I think the perfect storm is brewing: Things are changing, and marketers and business developers can play a critical role in helping our lawyers and firms navigate these times.

While discussion of the Value Challenge often immediately turns to rates or "the billable hour," it is important to understand that the Value...