The reproduction, modification, or distribution by whatever means of the whole or any part of this presentation

(including, without limitation, all images, logos, graphs, charts and quotes) is strictly forbidden without specific written permission from the

author.

2007 Leigh Dance

Global Growth: Marketing Your Law Firm Global Growth: Marketing Your Law Firm InternationallyInternationally

New York LMA LuncheonNew York LMA Luncheon

July 21, 2005

E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling

Michael J. O’Neill, Partner, Howrey

Global Growth: Marketing Your Law Firm Global Growth: Marketing Your Law Firm InternationallyInternationally

New York LMA LuncheonNew York LMA Luncheon

July 21, 2005

E. Leigh Dance, ELD Project Marketing International, Inc. Jolene Overbeck, Chief Marketing Officer, Shearman & Sterling

Michael J. O’Neill, Partner, Howrey

Today’s presentation Today’s presentation

I. High performance global marketing drivers

II. Global marketing organization structures & staffing

III. Marketing on a global scale: key challenges and how to surmount them

IV. Using technology to support global marketing

V. Best practices: international client development

VI. What global corporate counsel want

I. High performance global marketing drivers

II. Global marketing organization structures & staffing

III. Marketing on a global scale: key challenges and how to surmount them

IV. Using technology to support global marketing

V. Best practices: international client development

VI. What global corporate counsel want

The roles of marketing and The roles of marketing and business developmentbusiness development

in winning clients around the worldin winning clients around the world

The roles of marketing and The roles of marketing and business developmentbusiness development

in winning clients around the worldin winning clients around the world

Platform: Marketing & communicationsPlatform: Marketing & communications

Marketing and communicationsMarketing and communications

Business development: actively competing for client work

Business development: actively competing for client work

Marketing and communicationsMarketing and communications

Business developmentBusiness development

Client retains you

Global growth: reaching the summit more often with broader reaching the summit more often with broader

client relationshipsclient relationships

Global growth: reaching the summit more often with broader reaching the summit more often with broader

client relationshipsclient relationships

clients buy internationally based on industry/ practice expertise

outside of anglo-saxon world, experience is with relationship building and sales

local lawyers understand local client needs BUT firm marketing strategy best developed centrally

You can’t cover all of the terrain

clients buy internationally based on industry/ practice expertise

outside of anglo-saxon world, experience is with relationship building and sales

local lawyers understand local client needs BUT firm marketing strategy best developed centrally

You can’t cover all of the terrain

I. High performance global marketing I. High performance global marketing drivers:drivers:

I. High performance global marketing I. High performance global marketing drivers:drivers:

Skilled business development aimed at global corporations – complex client relationships

client intelligence

multiple points of contact, managed cohesively

sector/practice-focused research and analysis capabilities

formalized proposal/pitch preparation and debrief across offices

Skilled business development aimed at global corporations – complex client relationships

client intelligence

multiple points of contact, managed cohesively

sector/practice-focused research and analysis capabilities

formalized proposal/pitch preparation and debrief across offices

I. High performance global marketing I. High performance global marketing drivers:drivers:

I. High performance global marketing I. High performance global marketing drivers:drivers:

Practice group focus

emphasis on firmwide practice/industry group objectives and plans, executed globally and locally

practice group collaboration across borders

marketing staff assigned to practice groups

Practice group focus

emphasis on firmwide practice/industry group objectives and plans, executed globally and locally

practice group collaboration across borders

marketing staff assigned to practice groups

I. High performance global marketing I. High performance global marketing drivers:drivers:

I. High performance global marketing I. High performance global marketing drivers:drivers:

Excellent communications & IT infrastructure

internal communications: about firm capabilities, regulatory developments and clients

effective media relations in multiple markets to broadcast news

identity and brand management: consistent messages

Excellent communications & IT infrastructure

internal communications: about firm capabilities, regulatory developments and clients

effective media relations in multiple markets to broadcast news

identity and brand management: consistent messages

marketing department structures at various firms

marketing department structures at various firms

II. STRUCTURESII. STRUCTURESII. STRUCTURESII. STRUCTURES

Head of Marketing Head of Marketing

Marketing ManagerPractice Groups 1

Marketing ManagerPractice Groups 1

II. Structures - Marketing Department 1II. Structures - Marketing Department 1II. Structures - Marketing Department 1II. Structures - Marketing Department 1

Marketing ExecutiveMarketing Executive

Marketing Assistant(Optional)

Marketing Assistant(Optional)

Marketing ManagerPractice Groups 2

Marketing ManagerPractice Groups 2

Marketing ExecutiveMarketing Executive

Marketing Assistant(Optional)

Marketing Assistant(Optional)

Marketing ManagerPractice Groups 3

Marketing ManagerPractice Groups 3

Marketing ExecutiveMarketing Executive

Marketing Assistant(Optional)

Marketing Assistant(Optional)

Marketing ManagerPractice Groups 4

Marketing ManagerPractice Groups 4

Marketing ExecutiveMarketing Executive

Marketing Assistant(Optional)

Marketing Assistant(Optional)

Head of Marketing Head of Marketing

Bus. Devel. Mgr.Practice Group 1Bus. Devel. Mgr.Practice Group 1

II. Structures - Marketing Department 2II. Structures - Marketing Department 2II. Structures - Marketing Department 2II. Structures - Marketing Department 2

Marketing ExecutiveMarketing Executive

Bus. Devel. Mgr.Practice Group 2Bus. Devel. Mgr.Practice Group 2

Marketing ExecutiveMarketing Executive

Bus. Dev. Mgr.Practice Group 3Bus. Dev. Mgr.

Practice Group 3

Marketing ExecutiveMarketing Executive

PR/Media TeamPR/Media Team

Database Team

Database Team

Events TeamEvents Team

Head of Marketing Head of Marketing

PR/Media Relations Manager

PR/Media Relations Manager

II. Structures - Marketing Department 3II. Structures - Marketing Department 3II. Structures - Marketing Department 3II. Structures - Marketing Department 3

Marketing Executive(s)Marketing

Executive(s)

Marketing Assistant(Optional)

Marketing Assistant(Optional)

CommunicationsManager

CommunicationsManager

Marketing Executive(s)Marketing

Executive(s)

Marketing Asst.(Optional)

Marketing Asst.(Optional)

EventsManagerEvents

Manager

Marketing Executive(s)Marketing

Executive(s)

Marketing Asst.(Optional)

Marketing Asst.(Optional)

Business AnalysisManager

Business AnalysisManager

Marketing Executive(s)Marketing

Executive(s)

Marketing Asst.(Optional)

Marketing Asst.(Optional)

VI. GLOBAL CORPORATE COUNSEL STRESSFUL DAYS: it’s not about youVI. GLOBAL CORPORATE COUNSEL STRESSFUL DAYS: it’s not about you

“Will everything on that

transaction come together in

time?”

“Can I hold onto my in-house

team?”

“Do we fully understand the implications of

that deal?”

“I’ve raised concerns to

management-- are they

listening?”

COMMON CONCERNSCOMMON CONCERNS

Is this what in-house lawyering has come

to? Ticking compliance

form boxes!

COMMON CONCERNSCOMMON CONCERNS

If I’m the company

policeman how can I be a

business partner? No one will talk to

me!

COMMON CONCERNS COMMON CONCERNS

What don’t I know today that might get us in

trouble tomorrow?

COMMON CONCERNSCOMMON CONCERNS

Do we have the time and the

access to provide thorough and correct advice?

VI. HOW OUTSIDE LAWYERS ADD VALUEVI. HOW OUTSIDE LAWYERS ADD VALUE

Tell me what key questions I haven’t

asked

Make me a star to the management team, (from halfway

around the world)

Make the unfamiliar

markets less of a headache

Bring me practical info organized to look across our markets, to

help us prepare for the future

Answer my bosses’ questions. Don’t complicate things.

Make my problems your

problems

Global Growth: Marketing Your Law Global Growth: Marketing Your Law Firm InternationallyFirm Internationally

New York LMA LuncheonNew York LMA LuncheonJuly 21, 2005

E. Leigh Dance, ELD Project Marketing International, Inc. eldance@eldinternational.com

Global Growth: Marketing Your Law Global Growth: Marketing Your Law Firm InternationallyFirm Internationally

New York LMA LuncheonNew York LMA LuncheonJuly 21, 2005

E. Leigh Dance, ELD Project Marketing International, Inc. eldance@eldinternational.com