02 October 2017

Law firms are no longer trusted advisors

As legal services are increasingly commoditised or brought in-house, law firms are seen as service providers rather than trusted advisors, according to a top US marketing director.

Artificial intelligence will change how law firms market

Adam Severson, chief marketing and business development officer at US law firm Baker, Donelson, Bearman, Caldwell & Berkowitz says that the law firm – client relationship is changing from trusted advisor to service provider as legal services became more commoditised or go in-house. He added that law firms had to find a way to differentiate what they do by quantifying their value.

Artifical intelligence

In an interview for the Law Firm Marketing Summit, he also identified key industry trends changing the dynamics of marketing and business professionals. 'Artificial intelligence and its impact on the delivery of legal service will push our limits on how we package and price our offerings.' Difficulty finding and retaining the top talent was also an issue, Mr Severson said, adding there was 'a war for talent in the lawyer ranks as well as the marketing and business development professional space.' He also noted that clients were now 'tapping into the skill sets of legal ops and procurement professionals.' This provided 'a great opportunity for business development professionals to become more engrained with client relationships,' he added. For further information on attending the event, contact benmartin@globalcitymedia.com.

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