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2007 Leigh Dance
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Global Growth: Marketing Your Law Firm
Internationally
New York LMA Luncheon
July 21, 2005
E. Leigh Dance, ELD Project Marketing International, Inc.
Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling
Michael J. O’Neill, Partner, Howrey
Today’s presentation
I.
High performance global marketing drivers
II. Global marketing organization structures &
staffing
III. Marketing on a global scale: key challenges and
how to surmount them
IV. Using technology to support global marketing
V. Best practices: international client development
VI. What global corporate counsel want
The roles of marketing and
business development
in winning clients around the world
Platform: Marketing & communications
Business development: actively
competing for client work
Marketing and communications
Client retains you
Business development
Marketing and communications
Global growth:
reaching the summit more often with broader
client relationships
 clients buy internationally based on industry/
practice expertise
 outside of anglo-saxon world, experience is with
relationship building and sales
 local lawyers understand local client needs BUT
firm marketing strategy best developed centrally
You can’t cover all of the terrain
I. High performance global marketing
drivers:
Skilled business development aimed at global
corporations – complex client relationships
 client intelligence
 multiple points of contact, managed cohesively
 sector/practice-focused research and analysis
capabilities
formalized proposal/pitch preparation and debrief across
offices

I. High performance global marketing
drivers:
Practice group focus
 emphasis on firmwide practice/industry group
objectives and plans, executed globally and locally
 practice group collaboration across borders
 marketing staff assigned to practice groups
I. High performance global marketing
drivers:
Excellent communications & IT infrastructure
 internal communications: about firm capabilities,
regulatory developments and clients
 effective media relations in multiple markets to broadcast
news
 identity and brand management: consistent messages
II. STRUCTURES
marketing department structures at various
firms
II. Structures - Marketing Department 1
Head of Marketing
Marketing Manager
Practice Groups 1
Marketing Manager
Practice Groups 2
Marketing Manager
Practice Groups 3
Marketing Manager
Practice Groups 4
Marketing
Executive
Marketing
Executive
Marketing
Executive
Marketing
Executive
Marketing Assistant
(Optional)
Marketing Assistant
(Optional)
Marketing Assistant
(Optional)
Marketing Assistant
(Optional)
II. Structures - Marketing Department 2
Head of Marketing
PR/Media Team
Bus. Devel. Mgr.
Practice Group 1
Bus. Devel. Mgr.
Practice Group 2
Bus. Dev. Mgr.
Practice Group 3
Database
Team
Marketing
Executive
Marketing
Executive
Marketing
Executive
Events Team
II. Structures - Marketing Department 3
Head of Marketing
PR/Media Relations
Manager
Communications
Manager
Events
Manager
Business Analysis
Manager
Marketing
Executive(s)
Marketing
Executive(s)
Marketing
Executive(s)
Marketing
Executive(s)
Marketing Assistant
(Optional)
Marketing Asst.
(Optional)
Marketing Asst.
(Optional)
Marketing Asst.
(Optional)
VI. GLOBAL CORPORATE COUNSEL
STRESSFUL DAYS: it’s not about you
“I’ve raised
concerns to
management-- are
they listening?”
“Will everything on
that transaction
come together in
time?”
“Do we fully
understand the
implications of
that deal?”
“Can I hold onto my
in-house team?”
COMMON CONCERNS
Is this what in-house
lawyering has come to?
Ticking compliance form
boxes!
COMMON CONCERNS
If I’m the company
policeman how can I
be a business
partner? No one will
talk to me!
COMMON CONCERNS
What don’t I know
today that might get
us in trouble
tomorrow?
COMMON CONCERNS
Do we have the time
and the access to
provide thorough and
correct advice?
VI. HOW OUTSIDE LAWYERS ADD VALUE
Tell me what key
questions I haven’t asked
Make the unfamiliar
markets less of a
headache
Answer my bosses’ questions.
Don’t complicate things.
Make me a star to the
management team, (from
halfway around the world)
Bring me practical info
organized to look across
our markets, to help us
prepare for the future
Make my problems
your problems
Global Growth: Marketing Your Law
Firm Internationally
New York LMA Luncheon
July 21, 2005
E. Leigh Dance, ELD Project Marketing International, Inc.
[email protected]