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52
A
s well as a global tragedy, the
COVID-19 pandemic of 2020
has been a "black swan" event
that has disrupted the status
quo throughout society and
across all industries. In the legal world, firms and
individual attorneys have quickly virtualized their
client service and management routines. Firms
are reconsidering their real estate footprints,
adopting work-from-home strategies, employing
online meetings and webinars, throwing out old
client service playbooks, and embracing fresh
approaches to getting work done. And even with
effective vaccines on the horizon, it appears that
many of these changes will be permanent because
of the financial and efficiency benefits they bring.
Nowhere is this truer than in legal marketing
and business development (MBD) departments.
With traditional tactics (including face-to face
meetings and in-person events) no longer an
option, law firm MBD leaders have been challenged
to deliver on their function's promise of growing
revenue, enhancing relationships, and building
brands for their firms.
During the fall of 2020, Calibrate Legal (in
partnership with our UK affiliate, Totum Partners)
Will COVID-19 be the
Tipping Point for Law Firm
Marketing Operations?
by Gordon Braun-Woodbury and Kathryn Whitaker
