Marketing is what initially drew me to my current role. Sometimes I can tell that people seriously question my enthusiasm for legal marketing, but what can I say? I find enjoyment in cheering on and supporting the things and people I love. And when it comes to legal marketing, we are selling the time and talents of our team members, and, I must say, I sincerely believe in that product at Barran Liebman.
Generally, all the hype (and most of the moolah) goes to external marketing. I get it, and I appreciate it. However, there is this entire other world of marketing that I refer to as internal marketing. Here, we are talking about mentoring, communication, skill set, cross-marketing and good ole’ fashioned relationships. Internal marketing is one of the most, if not the most important piece of a solid career. Think of it this way: Does everyone in your office know what you love to do? The cases you dream about? The last interesting motion you argued (win or lose)? And conversely, do you off the top of your head know who is the thought leader inside your own walls on the latest rules and regulations? And when a reporter calls, do you get that colleague on the line with you?
Internal marketing is what makes a team. It is what makes a firm more than a collection of solos. It’s a concerted effort to develop talent, promote that talent, set people up for success and share those successes in an inclusive way. It is also what makes a firm a friendly place—where people actually have a space to share this type of information, in a setting that values trust.