Beware The Naive Marketer Calling on CEOs

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A recent Legal Week article claimed that according to some new research . . . the CEO is primarily responsible for a massive 82% of law firm appointments for organisations with sales up to $500m..." The authors of this study then warned readers, "Are law firms focusing much of their marketing on the wrong people?"

The authors of this study have planned to conduct a cross-country tour and free breakfast meetings in October to discuss how you can "get into the head of client CEOs."

But beware! My subsequent interviews with three General Counsel suggests that if you dare go around the internal legal department and call on the CEO directly, you will be in for a rude shock.

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Patrick McKenna
McKenna Associates Inc.

An internationally recognized authority on law practice management Patrick has, since 1983, worked... View Profile »


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