Are you satisfied with where your law practice is currently? What are your goals for 2013? Are you on track for accomplishing them?

Marketing and business development are tools to help you reach your goals by attracting more referrals and increasing your revenues. However, marketing and business development take time and require a certain level of dedication and commitment in order to reach real results. 

When it comes to your business development efforts you have four choices:

  • Do it yourself
  • Delegate it
  • Don’t do it at all
  • Done for you with outsourcing

Earlier this week I discussed tips and techniques to "Do It Yourself." In the next few days, we will go in-depth on how to delegate part of your business development efforts to your staff.

Do’s and Don’ts of Delegating Marketing To A Staff Member

I was recently speaking with the Managing Partner of a 15-person, multi-million dollar law firm who attended one of our recent Rainmaker Retreat legal marketing intensives. On the phone with him was his 20-something-year-old Marketing Manager. It was a good call and we discussed several of the "Done For You" marketing services he had just hired The Rainmaker Institute for. 

When I asked him what part he envisions his Marketing Manager to have, the Partner’s response caught me off guard: "He’s going to oversee all the projects we are hiring you to do." 

As a business owner, my first thought was, since we provide a Senior Project Manager who oversees every step of every service we provide as well as a team of experienced marketing professionals who actually do all the work, why does he need a full-time Marketing Manager?

Please understand, I’m not against Marketing Managers or Marketing Assistants. In fact, I’m very much in favor of them, but not if their primary role is as a project manager. 

We work with dozens of Marketing Managers, Assistants, and Directors every year, but as a business owner you want them to be responsible for something other than just project management. 

You want them actually doing part of your marketing. I later coached my client to give his Marketing Manager some meaningful work to do so he could have a sense of accomplishment and "ownership" when it comes to the marketing efforts of the law firm.

Long term, I believe that’s the only way to keep bright, talented marketing people motivated and focused.

I fully recognize that many of you reading this article are not in a position to hire a full-time Marketing Manager or even a part-time Marketing Assistant. When it comes to implementing your marketing plan there may be only two people you can rely on: a current staff member and yourself.  We’ll discuss that in tomorrow’s post.


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