Strides Forward: Growth in the Business of Law.

• Author: Roach, Betsi
• Position: LMA NEWS

An organization's success is often the result of connecting on a personal level with clients, partners and/or purchasers in a way that serves those individuals' changing needs on a long-term basis. Strategic marketing executed flawlessly is necessary, but marketing cannot be devised and executed in a vacuum. Collaboration across all business of law functions--from marketing and business development to client service and practice management--is key for ongoing success. That is as true for law firms as it is for LMA.

That was the impetus for many educational changes for LMA, such as the development of the Body of Knowledge (BOK) that includes client service and business development as two of the six domains. In a nutshell, our BOK is version 2.0 of our core competencies--the foundational elements of legal marketing.

As with business development, baseline knowledge of competitive intelligence is important when working in the business of law. In support of that growing area of interest, LMA is hosting its inaugural Competitive Intelligence Certificate two day course in conjunction...