Law firm leaders interested in a succinct description of the marketing, business development and client development functions of the firm might be interested in this graph courtesy of Group Dewey Consulting.

Three Key Phases of Marketing

Illustrating the three key phases of the marketing process, the graph depicts the firm’s relative investment in time and money, the objectives of each phase, examples of tactics for each phase and the planning process required to execute each phase. All three phases are important elements of an effective marketing program.

The marketing and business development process is vastly more complicated than this graph indicates. However, firm leaders who want to build consensus on the basic terms, tools and techniques of legal marketing, would be well served to use this chart as a starting point for their discussions:

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[Eric Dewey is a Principal with Group Dewey Consulting, and has more than 25 years of marketing and business development experience in four industries including chief marketing executive and practice administration roles at several large law firms. He holds an MBA and two marketing certifications and writes the blog, Lawyer Up! He can be reached at eric@groupdewey.com or 502-693-4731.]