It takes a village: extend the reach of your marketing department by including administrative staff.

• Author: Frost, Geoffrey A.

While the CMO and immediate business development department might be charged with the responsibility for driving revenue growth, whose job is it anyway, and who is really involved? Every single person in the law firm. As the leaders of the marketing e ort, we must humbly invite and include the administrative staff. Their involvement is essential to achieving a marketing culture that makes every client interaction of the quality that retains and expands business.

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How can we do this and thereby extend the reach of our marketing departments? Get everyone excited. Community pride is the same as company pride. Winning a "best place to work" accolade comes from involving everyone in, and informing everyone about, company business. The lesson is that they really do want to be involved, to be creative, to make their jobs secure and to help build the firm.

Paula K. Barnes, legal administrator for Burr & Forman's Nashville office, enthusiastically agrees. When asked how she likes being involved, she says, "I love it and thrive on it. I feel that I'm an integral part of each attorney's practice of law, with the firm's initiatives, and I am actively working on a variety of projects all at once. I love helping people realize their full potential."

Nothing gets everyone excited and gives them skin in the game like winning a new client--especially during a recession.

Informing, Training and Branding

Information is power and communication is key. Start with a very direct and honest conversation with various groups of staff. The goal is to empower staff by changing attorney-versus-staff thinking to include everyone's opinions and creative thought.

There are two client service musts that should be communicated loudly and clearly to all. First, everyone simply must have a great work product. Second, everyone must be pleasant and helpful in all his or her interactions. We should encourage all to live their work lives with positive energy and to always speak with a positive tone.

Then, for C-level peers, ask them to join you in the strategic-level conversation. For example, the CIS officer will jump at the chance to conduct research for top client teams and target lists. Include a library department member in those meetings, and seek his or her advice on what information you can obtain. Ask them to work with you and the chief technology officer on how you can package and deliver that information to the lawyers. Lean...