Time is what makes a law firm tick. How a firm uses this most precious resource ultimately defines a firm’s success, or failure, in maximizing profitability.
For attorneys and key admin staff, using their time for tasks “outside of their lanes” is the root problem for many firms. People try to save money for the firm, but in reality, there are inherent costs that outweigh any benefit.
Key Points to Remember (Attorney examples, but applies to senior admin as well):
- Opportunity Cost: If you are engaged in activities other than your primary responsibilities: working for, or chasing after, a client or potential client, you are costing your firm;
You are likely the “Wrong Tool for the Job”: You are either under, or over-qualified for any marketing task you attempt to take on. So, again costing your firm. (with the lone exception of writing thought leadership content and showing your very visible expertise)
- The Cost of Doing Nothing: This is a biggee! You must be consistent in your marketing activities and if you are the center of the universe for stuff getting done, well nothing happens, because you use other priority work as an excuse for not getting critical tasks completed.
This constitutes, The Double Whammy, Marketing gets pushed to the side, other admin tasks rear their ugly head, profits are impacted and strategic tasks are not addressed, further impacting profitability. The vicious cycle continues.
You know you need to market your firm consistently to grow your business, ensure sustainability and have a strong succession plan.
So, Again… What tasks should you be doing as a senior attorney??? Working for clients, acquiring clients, or retaining clients. That’s it!
Things a senior attorney should not touch:
• Researching, Selecting or Implementing Marketing Technologies;
• Newsletter Design
• Website Anything (other than a high-level review)
• Data management
• Data Collection
• Data Anything
• Creating or Sending Marketing Materials
• Designing Anything
Is the picture becoming clearer?
Your role is to set the overall direction (with the support of an outside professional if applicable), ensure the timeline is attained and sign the checks.
Other than those tasks, if you are involved beyond your areas of expertise, you are costing your firm money and impacting the success of the initiative.
Make Sense? Great!
Now flex those decision muscles and contact us to help your firm establish your firms’ Marketing Success Plan.
You will be glad you did!