Rebecca Scully, managing director, Smarts PR

​The measure of marketing – then and now

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  • The challenge, as it always has been, is to get busy lawyers to create that content, to engage in those conversations, and above all to understand that there is a cost and a commitment required to ensure that visibility.

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  • I have to disagree with large parts of this article. As an organisation we have been helping Alternative Service Providers/LPO's and Law Firms, both large and small, win major new corporate clients for the past 7 years and have witnessed this change "from the trenches".

    The one steady constant in this change is the fact that GC's want to be able to trust the partner that they are instructing and this doesn't happen on-line. I have seen the GC of a major international brand instruct a jurisdictionally specific firm off the strength of one good meeting where the firm in question really demonstrated the value that they could bring.

    As the GC's role is increasing in complexity, they have less time to procure services. As legal services become more homogenous, the individual ability of the Partner to sell the firm has become more important. As a result that "meeting" between GC and Partner always makes or breaks that deal.

    Anyone that agrees with my experience can feel free to contact me on simon.benns@iqpc.co.uk

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