Goodbye ‘Marketing and Business Development.’ Hello ‘Strategic Growth’) [Quoting Gina Rubel in The American Lawyer]

Goodbye ‘Marketing and Business Development.’ Hello ‘Strategic Growth’ enlightens readers on how leaders think the coronavirus pandemic will likely provoke other firms to reevaluate how they view their marketing and business development teams quoting Gina Rubel.

Some key take-aways:

Beth Cuzzone, Goulston & Storrs’s Chief Strategic Growth Officer: “When the pandemic hit, there wasn’t anybody who wasn’t thinking about wellness, about how to be communicating with clients, presenting their brand on Zoom and other online virtual places, what content is real leadership, and what do clients need right now. Most in marketing and business development had the opportunity to flex and lean to the left or the right,” Cuzzone said. “I hope that opens a door for a conversation to start.“

Kelly MacKinnon, Fried, Frank, Harris, Shriver & Jacobson’s Director of Business Development: “Given this, it makes complete sense that a marketing department would rebrand itself to more accurately capture and communicate the group’s strategic and commercial approach and correlating contributions to the business,” she said in an email. “Putting a stake in the ground like this is forward-thinking and it would not surprise me if other firms also adopt this approach.”

Gina Rubel, Founder and CEO of Furia Rubel Communications: “In my experience, many lawyers see ‘marketing’ as a tactical role with staff who simply write brochures and press releases, which cannot be farther from the truth,” she said. “The job of marketing professionals is to provide strategy and tools to elevate the firm’s brand and supports its client and talent retention and acquisition efforts at every level.”

Jasmine Trillos-Decarie Chief Client Officer of Lathrop GPM: At the time of Jasmine Trillos-Decarie hiring as first chief client officer at Lathrop GPM, she said that while other firms were creating similarly named roles, she was not aware of another that was putting “all the administrative functions that can impact a client’s experience under one umbrella.”

For the full article, click on the link, Goodbye ‘Marketing and Business Development.’ Hello ‘Strategic Growth’