The Business Development Dilemma.

• Author: Lilley, Trish
• Position: EDITOR'S NOTE

How can firms truly develop a culture of business development to create sustained growth? Legal marketers confront that conundrum daily in firms both big and small. Some firms invest in continually expanding the number of laterals joining the firm as their strategy for both business development and growth. Other firms devote resources to coaching--from one-on-one sessions designed to keep attorneys focused on rainmaking activities to group sessions in which attorneys can cross-sell and cross-promote the firm's services to existing clients and targeted lists of prospects. So, what works? And what doesn't? And how do you measure that success?

In this issue of Strategies, we explore the challenges and opportunities facing legal marketers tasked with business development for their firms. Our cover story shines a spotlight on lateral integration and its role in business development success. As firms continue to merge or acquire footholds in new markets or new geographies through significant acquisitions, they face the challenge of integrating large groups of attorneys and not only getting them enmeshed in firm processes and procedures, but also immersing them in what can be a new firm culture offering new opportunities.

And on the flip side, marketers need to educate firm attorneys on the capabilities of the new attorneys to give them a comprehensive understanding of the firm's new services available to clients. Doing both of those...