I have worked for many years with legal marketers from the Am Law 200 (and beyond) in my role at ShiftCentral, and from time to time I like to call attention to a particularly powerful, innovative, or creative approach to the craft that I have experienced. Benesch’s service provider summit, Benesch+, qualifies as a best practice that enables the firm to effectively leverage its service providers and strategic partners.
“As much as our attorneys rely on us for support, we rely on our service providers – or partners – to help us hit above our weight class. By treating them as an extension of our team, we get the biggest bang for our buck, and build relationships that last for years.” – Jeanne Hammerstrom, Chief Marketing Officer, Benesch
You often hear that law firm marketers lag those from other sectors, but that’s definitely not the case with this talented group of individuals. In the spirit of keeping this short, here are my Top 5 highlights from Benesch+, and how they add value to the firm’s communications, market intelligence and business development operations:
- The firm shared its marketing plans for core practice groups, including where they intend to grow, talent needs, business focus and supporting events/deliverables.
- Participants from the firm and service providers hosted round-table discussions on timely topics such as the firm’s focus on client relationships, as well as timely external topics such as the emergence of CLOC (Corporate Legal Operations Consortium), Big Data and AI, among others.
- Firm leadership joined the program, including Joe Castrodale, Vice Chairman of the firm and Chair of the Litigation Practice Group, and Gregg Eisenberg, the firm’s Managing Partner.
- Service providers were encouraged to learn about each other’s roles supporting the firm, and to collaborate towards achieving even greater outcomes for the firm.
- Lastly, it was an opportunity for the firm’s leadership and attorneys to elaborate on what they value, respect and rely on from their marketing and business development team, and how that team in turn relies on its preferred service providers to deliver more than anyone could ever imagine.
This article was originally published on ShiftCentral, now part of LAC Group.