It always amazed me when I was in-house in the 90’s and 2000’s that most firms did not involve marketing when engaged in discussions relating to mergers and/or hiring laterals. It seemed to most marketers I knew that it was only logical to at least be involved in the interview process of key players. The purpose being to help the firm assess the marketing capabilities/likelihood involving those who would be joining the firm. As many of my longtime colleagues know, the firm often did not take full advantage of the marketing capabilities that existed within their own staff. But that’s a story for another day.
I expect that many firms do so today, but I’m not aware of any statistical data that would confirm that. This general topic came to me as I was reading tomorrow’s meditation from my old standby 365 Marketing Meditations: Daily Lessons for Marketing & Communications Professionals (free download) bymy old friend Larry Smith and Richard Levick with Levick Strategic Communications.
The meditation for August 3 states:
“Bring new partners and groups into your marketing plans. Not only will marketing support their business development plans, it will be one more way to fully integrate them.”
That presumes of course that the firm has marketing plans, and the new attorneys buy into those plans. I can assure you there is no guarantee of that. All the more reason to involve your marketers in the process of acquiring other firms, lawyers or groups of lawyers.