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I L T A W H I T E P A P E R | K N O W L E D G E M A N A G E M E N T & M A R K E T I N G T E C H N O L O G Y 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

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